Building Routes to Customers: Proven Strategies for Profitable Growth
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Building Routes to Customers: Proven Strategies for Profitable Growth
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Amazon Business : For business-only pricing, quantity discounts and FREE Shipping. Register a free business account Paperback: 216 pages Publisher: Springer; Softcover reprint of hardcover 1st ed. 2009 edition (October 29, 2010) Language: English ISBN-10: 1441927336 ISBN-13: 978-1441927330 Product Dimensions: 6.1 x 0.5 x 9.2 inches Shipping Weight: 11.2 ounces (View shipping rates and policies)
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Book Description
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: (1) Determine the optimal level of spending for each function in marketing, sales and customer service, for each market segment, product and service. (2) Optimize your marketing mix and sales and distribution channels to maximize revenue and profitability throughout the product life cycle. (3) Get everyone in product management, marketing, sales, customer service, and your distribution partners aligned and working together to maximize results. (4) Get the right products and services to the right customers at the right time. (5) Retain existing customers and create profitable new ones.
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