Building Routes to Customers

Proven Strategies for Profitable Growth

Business & Finance, Management & Leadership, Management Science, Marketing & Sales
Cover of the book Building Routes to Customers by Peter Raulerson, Jean-Claude Malraison, Antoine Leboyer, Springer New York
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Author: Peter Raulerson, Jean-Claude Malraison, Antoine Leboyer ISBN: 9780387799513
Publisher: Springer New York Publication: April 5, 2009
Imprint: Springer Language: English
Author: Peter Raulerson, Jean-Claude Malraison, Antoine Leboyer
ISBN: 9780387799513
Publisher: Springer New York
Publication: April 5, 2009
Imprint: Springer
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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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