Building Routes to Customers: Proven Strategies for Profitable Growth by Peter Raulerson, Jean-Claude Malraison and Antoine Leboyer, ISBN 978-0387799506, was published by Springer in February 2009.
In the video below, Peter Raulerson provides a 2-minute introduction to Building Routes to Customers and the Routes-to-Market methodology.
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 create profitable new ones.
For more information about our book, check out the following:
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