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Go To Market Strategy Hardcover – June 18, 2002

4.6 out of 5 stars 22 customer reviews

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Editorial Reviews


Endorsements for 'Go To Market Strategy':

'Go To Market Strategy is one of the best books I have read about getting into any market. It is an extremely systematic and practical guide for choosing, entering and capturing markets. Do not develop your channel strategy until you've read this book.'- Philip Kotler, S.C. Johnson & Son Distinguished Professor Of International Marketing, Kellogg School of Management, Northwestern University

'Go To Market Strategy is another great book from Larry Friedman for hands-on business leaders. The book is filled with sage advice and common sense for connecting customers with products. It can really make a difference in your business results.' - Mark Templeton, Chief Executive Officer, Citrix Systems

'The implementation of a comprehensive, multi-channel go to market strategy is key for any company to achieve profitable growth. In this insightful book, Larry Friedman provides an excellent framework, supported by practical examples, which will help any executive develop a sound strategy.' - Sergio Giacoletto, Executive Vice President, Oracle Corporation

'This book will help you tap into the next real window of opportunity: go-to-market competitive advantage. Highly recommended.' - Mark Hildebrand, Chief Executive Officer, Crowe Chizek and Company, member Horwath International

'Go to Market Strategy is a burning bush of wisdom that gets the fundamentals of focus, discipline and execution neatly aligned. A must-read!" - Dale Moss,
Director of Sales Worldwide, British Airways

From the Publisher

In this path-breaking new book, best-selling author and leading go-to-market strategist Larry Friedman provides a practical and battle-tested approach for taking products, services, divisions, or even an entire company to market! Drawing on dozens of examples and best-practices across a variety of industries, 'Go To Market Strategy' lays out a clear and actionable blueprint for building a winning go-to-market plan – one that will enable you to do more business, with more customers, more often, and more profitably.

In this book you’ll find all of the techniques and tools you need to answer today’s crucial go-to-market questions:

· Which markets offer the best opportunities for profitable growth?

· What do my target customers need? How can I do a lot more business with them?

· What mix of channels and partners will help me reach and sell to the most customers at the lowest possible cost?

· Do I have the right product or solution? How can I create broader customer interest in my offerings?

· Do I have a winning value proposition? What would make the ‘message’ more compelling – and drive more purchasing activity?

'Go To Market Strategy' is not about incremental change. As Friedman points out, it is for executives seeking nothing less than double-digit revenue growth and the slashing of at least 10-15 percent of selling costs – absolutely realistic results that go-to-market innovators have consistently achieved. This book lays out all of the techniques used by the world’s top go-to-market leaders, so you too can achieve those kinds of results, and gain a real go-to-market competitive advantage in your markets.

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Product Details

  • Hardcover: 310 pages
  • Publisher: Routledge; 1 edition (June 18, 2002)
  • Language: English
  • ISBN-10: 0750674601
  • ISBN-13: 978-0750674607
  • Product Dimensions: 6.1 x 0.8 x 9.2 inches
  • Shipping Weight: 1.2 pounds (View shipping rates and policies)
  • Average Customer Review: 4.6 out of 5 stars  See all reviews (22 customer reviews)
  • Amazon Best Sellers Rank: #119,479 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

Format: Hardcover
I agree completely with the other reviewers; this is a best-in-class book that will become a "classic" over time. While it is at the top of its game for its knowledge and insight, it also is an easy, laid back read. For at least five years, I've been hearing about Go To Market Strategies but no one has defined what it means yet, or tried to. When you see the cover of this book, you think "Of course. It is about time someone wrote this book". Once you go inside the covers, you will be pleased. The best endorsement I can give is that I am buying a copy for each of my 41 direct reports. Author Larry Friedman offers a clear and practical framework for going to market, which involves choosing the right markets, channels, products, customers, and value propositions to increase growth and profits. This approach is supported by scores of examples. The examples are of real companies with real problems, not the usual "In Search Of Excellence" best practice stories that are happy-face fairy tales for the most part. The whole book was well informed from cover to cover. The most important chapters were the Ten Commandments Of Going To Market, and Targeting The Right Markets, which is the soundest and best description of market evaluation and selection techniques anyplace. That chapter must be why the book got such a strong endorsement from Kotler, the Marketing Guru. If there is a weakness in this book, it is the chapter on products. While the discussion of product development as part of a market strategy overhaul is OK, the author's strength is in marketing and channels, not product development. On the other hand, he does have a few provocative things to say about product design.Read more ›
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Format: Hardcover
I just purchased a copy of this book, and read it cover to cover in one sitting (although it is about 300 pages). This appears to be the "follow up" book to author Lawrence Friedman's last book The Channel Advantage (a copy of which is dog-eared and worn to the binding in my personal library). This book has some similarities to The Channel Advantages, but some big differences too. Like The Channel Advantage, it is witty and interesting with a sense of humor lacking in most business books, I really enjoy this author's books. Also, it shows a street wise, very practical understanding of the sales and marketing issues faced by both large and small companies. It has dozens of case studies and interesting (and clever) examples of companies in many different markets. Where Go To Market Strategy differs from the author's last book is the content. Go To Market Strategy is a much more strategic and all-inclusive book -something like, every sales and marketing issue you face in taking your products to customers. At first you think, the author bites off so much content, can he (and you) chew it, but it is all digestible and a few hundred pages later, you "get it". The book's theme or argument is twofold. First, to "go to market" with a product or service successfully, you must execute five very interrelated activities: selection of the right market(s), identification of customers' core needs, the right channels mix, the best product design, and development of a strong (compelling) sales message. Second, everything you do in going to market must be organized around the needs and desires of customers. While not exactly a new idea, the author does a very nice job of providing helpful tools and practical ideas to get aligned with customers and meet them on their own terms.Read more ›
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Format: Hardcover
This is a great marketing book. No hype and no b.s., just a lot of sound, practical ideas for connecting better with your customers and doing more business with them. The theoretical ideas are very well supported by practical advice and what must be 25 or 30 useful cases examples from Corporate America (and Europe - some Asian examples would have been nice too). I thought the chapters on choosing markets and aligning with customers were especially well written and useful. I also thought the part on value propositions was eye opening and likely to lead more than a few executives to rethink whether they really have a winning message. For a marketing book, you always have to wonder whether it's serious or if it's just a bunch of stupid McKinsey 2x2 matrices. This book is one of the rare ones that trades in all those tired "cash cow" pedantics for practical, sales-oriented advice. So I give this book a solid 5 stars because I don't know what more you could want from a marketing book. Finally, the two chapters on channels are detailed, complete, well written, and full of important post dot-bomb ideas for building a new channel strategy. These two chapters alone would be well worth the cost of the book.
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Format: Hardcover
Author Friedman provides a very comprehensive picture of how to take products and services to market, in the most efficient and effective ways. This book is practical - it's more for sales management and marketing executives than for students and academicians. Going to market today is complex and risky, and difficult to figure out the right mix of people, channels (Internet, phone, mail, partners, etc). This book helps sort it all out in a well structured way. I highly recommend.
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