Can I read Momentum : How Companies Become Unstoppable Market Forces on EtoBox?

Momentum : How Companies Become Unstoppable Market Forces by Ron Ricci, John Volkmann is a nonfiction available to read on EtoBox.

What is Momentum : How Companies Become Unstoppable Market Forces about?

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 digital components - force customers to consider the viability of the company behind the solution to their problems. Picking a losing company could mean getting stuck with products that can't be upgraded or services that can't be extended. So customers buy from the company that they believe will be the long-term - indeed, the inevitable - winner.They buy from the company that has what the authors call momentum. More than sheer motion, momentum is mass, speed, and direction, combined in a value proposition so compelling that all constituents in a given marketplace believe it - and want to go with it. Ricci and Volkmann provide a practical formula - borrowed from the world of physics and proven in the

Who reads Momentum : How Companies Become Unstoppable Market Forces?

Author

Ron Ricci, John Volkmann

Publisher

Boston, Mass.: Harvard Business School Press, c2003

Published

2002

Language

EN

ISBN

9780585440804

Category

nonfiction

Subjects

Marketing, Business, Management