[下载]How Companies Become Unstoppable Market Forces

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2006-5-27 09:02:00 上传

[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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关键词：Companies Companie Compani market compan How market Companies forces become

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.

Of course it's very good, but it's too expensive to get.Right?^_^

没钱啊，下不了。可怜啊

抢钱啊

dicuike 发表于 2006-5-27 12:50
Of course it's very good, but it's too expensive to get.Right?^_^

the same to you!