"There are many killer technologies that never translate into
market success. This book maps out an integrated strategic
marketing process that technology-intensive businesses can use to
achieve 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 those
in technology-driven businesses, the challenge is all the more
formidable because of the continuous and rapid change in technology
as well as the marketplace. The authors are right on target in
their emphasis on the need for strategic market planning in this
kind of environment--and give a multitude of examples to prove
their points." (John M. Thompson, Senior Vice President Group
Executive, IBM Corporation)
"Winning Market Leadership presents marketing concepts that
work. As you read this book, you will feel that you have the master
teacher at your side giving you confidence to tackle any marketing
obstacle. I think that this book will be one that every business
leader is going to want on his or her shelf." (Fred Hume, President
and CEO, Data I/O Corporation)
"The Winning Market Leadership process has become part of
National''s mindset. It has helped the Analog Group to identify
attractive market opportunities and leverage scarce resources to
achieve some big wins in the market." (Patrick J. Brockett,
Executive Vice President of the Analog Products Group, National
Semiconductor Corporation)
"In Winning Market Leadership, the concepts of ''market chains''
and ''market webs'' are ones that all high-technology executives
will want to understand. They are the backbone of a planning
process that will allow strategic thinking to replace strategic
plans." (David Churchill, Vice President and General Manager,
Oscilloscope Division, Tektronix Inc.)
"Winning Market Leadership provides an excellent, disciplined
methodology for analyzing business opportunities. A
cross-functional common denominator embraceable by all functional
groups." (Joe Greulich, President, Solvay Engineered Polymers)
"Winning Market Leadership emphasizes what every marketing or
general management executive must learn--the only proven business
success model comes from ''outside-in'' thinking. An understanding
of market segments, competition, dynamics of product acceptance,
and the problems the customer needs to solve--the outside
world--are more important than technological elegance for its own
sake." (Richard Levy, President and CEO, Varian Medical
Systems)