Building Routes to Customers Proven Strategies for Profitable Growth
Kyle Mashima, VP of Strategic Development, Visible Measures Incorperated, formerly VP of Strategic Development, Adobe Systems Incorporated. "Technology innovation is notlimited to the lab or the manufacturing process. Successfully marketing new technologies is about understanding change and hel...
| Main Authors: | , , |
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| Format: | eBook |
| Language: | English |
| Published: |
New York, NY
Springer New York
2009, 2009
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| Edition: | 1st ed. 2009 |
| Subjects: | |
| Online Access: | |
| Collection: | Springer eBooks 2005- - Collection details see MPG.ReNa |
Table of Contents:
- What Is Routes-to-Market?
- RTM Workshop
- Market Segmentation
- Define Whole Solutions
- RTM Life Cycle
- Constructing a Route
- Go-to-Market Performance Assessment
- Connecting RTM with Corporate Strategy
- Implementing RTM Company-Wide