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商品詳細
Building Routes to Customers : Proven Strategies for Profitable Growth. 顧客への道をつくる －収益の高い成長のための証明された戦略－
・ISBN 978-0-387-79950-6 hard EUR 84.99
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| 著者・編者 | Raulerson, Peter / Malraison, J.-C. / Leboyer, A., |
|---|---|
| 出版社 | (Springer, US) |
| 出版年月 | 2009 |
| ページ数 | 240 pp. |
| 言語 | ENG |
| ニュース番号 | ＜559-688＞ |
解説
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.