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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