Winning Market Leadership

Rezensionen / Stimmen

"There are many killer technologies that never translate intomarket success. This book maps out an integrated strategicmarketing process that technology-intensive businesses can use toachieve clear market leadership." (Stephen Nicolle, Vice President,Nortel Networks) "Achieving market leadership is what most companies strive for,but few achieve, especially on a sustainable basis. And for thosein technology-driven businesses, the challenge is all the moreformidable because of the continuous and rapid change in technologyas well as the marketplace. The authors are right on target intheir emphasis on the need for strategic market planning in thiskind of environment--and give a multitude of examples to provetheir points." (John M. Thompson, Senior Vice President GroupExecutive, IBM Corporation) "Winning Market Leadership presents marketing concepts thatwork. As you read this book, you will feel that you have the masterteacher at your side giving you confidence to tackle any marketingobstacle. I think that this book will be one that every businessleader is going to want on his or her shelf." (Fred Hume, Presidentand CEO, Data I/O Corporation) "The Winning Market Leadership process has become part ofNational's mindset. It has helped the Analog Group to identifyattractive market opportunities and leverage scarce resources toachieve some big wins in the market." (Patrick J. Brockett,Executive Vice President of the Analog Products Group, NationalSemiconductor Corporation) "In Winning Market Leadership, the concepts of 'market chains'and 'market webs' are ones that all high-technology executives willwant to understand. They are the backbone of a planning processthat will allow strategic thinking to replace strategic plans."(David Churchill, Vice President and General Manager, OscilloscopeDivision, Tektronix Inc.) "Winning Market Leadership provides an excellent, disciplinedmethodology for analyzing business opportunities. Across-functional common denominator embraceable by all functionalgroups." (Joe Greulich, President, Solvay Engineered Polymers) "Winning Market Leadership emphasizes what every marketing orgeneral management executive must learn--the only proven businesssuccess model comes from 'outside-in' thinking. An understanding ofmarket segments, competition, dynamics of product acceptance, andthe problems the customer needs to solve--the outside world--aremore important than technological elegance for its own sake."(Richard Levy, President and CEO, Varian Medical Systems)