Foreword by Neil Rackham; Go-to-market strategy: a brief tour of the issues and opportunities; The Ten Commandments of going to market; Targeting the right markets; Aligning with your customers; Choosing the right channels and partners; Rethinking your products and value proposition; Putting it all together: the integrated multi-channel model; Getting started: the ninety-day go-to-market action plan.
Go To Market Strategy / Edition 1by Lawrence Friedman
Pub. Date: 06/18/2002
Publisher: Taylor & Francis
In this path-breaking new book, best-selling author and leading go-to-market strategist Larry Friedman provides a practical and battle-tested approach for taking products, services, divisions, or even an entire company to market! Drawing on dozens of examples and best-practices across a variety of industries, 'Go To Market Strategy' lays out a clear and actionable
In this path-breaking new book, best-selling author and leading go-to-market strategist Larry Friedman provides a practical and battle-tested approach for taking products, services, divisions, or even an entire company to market! Drawing on dozens of examples and best-practices across a variety of industries, 'Go To Market Strategy' lays out a clear and actionable blueprint for building a winning go-to-market plan - one that will enable you to do more business, with more customers, more often, and more profitably. In this book you'll find all of the techniques and tools you need to answer today's crucial go-to-market questions: Which markets offer the best opportunities for profitable growth? What do my target customers need? How can I do a lot more business with them? What mix of channels and partners will help me reach and sell to the most customers at the lowest possible cost? Do I have the right product or solution? How can I create broader customer interest in my offerings? Do I have a winning value proposition? What would make the 'message' more compelling - and drive more purchasing activity? 'Go To Market Strategy' is not about incremental change. As Friedman points out, it is for executives seeking nothing less than double-digit revenue growth and the slashing of at least 10-15 percent of selling costs - absolutely realistic results that go-to-market innovators have consistently achieved. This book lays out all of the techniques used by the world's top go-to-market leaders, so you too can achieve those kinds of results, and gain a real go-to-market competitive advantage in your markets.
- Taylor & Francis
- Publication date:
- Edition description:
- New Edition
- Product dimensions:
- 6.14(w) x 9.21(h) x 0.75(d)
Table of Contents
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The fact that in the preview of the book one of the chapters starts out by referencing "businessmen", not "business people" tells me all I need to know about how either a) old this book is or b) old the author's thinking is. Think I'll pass.
This book provides marketing academics and practitioners with a new framework to analyze the marketplace. Instead of relying on Kotler's outdated internally-focused 4P marketing mix, Larry Friedman introduces a more modern customer-oriented version of the marketing mix, which consists of markets, customers, channels, products, and value propositions. A must have book for any serious marketer if I ever read one.