Год выпуска: 2009
Автор: Peter Raulerson, Jean-Claude Malraison, Antoine Leboyer
Издательство:
Страниц: 194
ISBN: 0387799508
Описание Building Routes to Customers explains the powerful "Routes-to-Market" approach for driving profitable growth. World-class organizations including IBM, Microsoft, HP, Cisco, Hitachi, Adobe and Plantronics, and hundreds of smaller companies, have adopted RTM to develop and execute highly successful go-to-market strategies and tactics. With a step-by-step approach and dozens of examples, the authors show how you can use RTM to: - Determine the optimal level of spending for each function in marketing, sales and customer service, for each market segment, product and service. - Optimize your marketing mix and sales and distribution channels to maximize revenue and profitability throughout the product life cycle. - Get everyone in product management, marketing, sales, customer service, and your distribution partners aligned and working together to maximize results. - Get the right products and services to the right customers at the right time. - Retain existing customers and... |
