[下载]How Companies Become Unstoppable Market Forces

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ISBN: 157851522x

Title: Momentum: How Companies Become Unstoppable Market Forces

Author: Ron Ricci John Volkmann

Publisher: Harvard Business School Press

Publication Date: 2002-11

Number Of Pages: 224

Average Amazon Rating: 4.5

Editorial Description

When it comes to new products and services, what moves customers to buy? Why do they choose one product over another? What makes them bank on a company's future? These are the billion-dollar questions facing all companies competing in highly connected markets-;and today's answers will determine tomorrow's market leaders. In this book, marketing and communications experts Ron Ricci and John Volkmann argue that the unique features of digital products-;and of consumer goods that contain digit

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StatFan

2006-5-27 09:32:00

It is a GREAT book, I enjoyed reading it. Clear, easy to follow the steps of Momentum Building. This book serves as a guide and can be applicable for any size or any type of company that wants to be the successful. The well selected case studies of market leader high tech companies - Cisco, HP, Oracle, IBM and so forth - evidently illustrate the efforts that leaders must undertake in order to build their brand momentum within the Marketplace of Ideas, "where always the best reveal" (J. Milton).

For a PR professional, as I am, it was helpful to understand how important and complex a job it is to keep your CEO personality and the company proposition aligned and consistent. "As a source of future credibility in customer's minds, management vision always exists in relationship to product or service" (pp. 159). Moreover a CEO's vision can determine the future of a whole industry.

This book is a must read for university students in marketing, communications and business fields. Particularly if dealing with research studies; in this research, conducted by Ricci and Wolkmann, students can follow through the design, variables and connections between them, furthermore see great examples and it is not mere statistics.