RTM Workshop

Peter Raulerson (), Jean-Claude Malraison and Antoine Leboyer
Additional contact information
Peter Raulerson: PARA Marketing Group, LLC
Jean-Claude Malraison: 56 rue Darwin

Chapter Chapter 2 in Building Routes to Customers, 2009, pp 15-27 from Springer

Abstract: The purpose of this chapter is to show how the Routes-to-Market (RTM) methodology works by following a cross-functional RTM team as they build and operate a route. To do this, we continue the fictional story from the Prologue. At the end of the Prologue, Bob Wilson joined Skyline Software, a company that develops and markets business management software. Bob is the marketing manager for one of Skyline’s new products, code-named Evergreen, which is still in development and has not been announced yet. Skyline management chose the codename “Evergreen” because it implied that the software would be perennially fresh and enduring, like evergreen trees. They plan to pick a different name for the product before launching it, but for now, everyone at Skyline calls it “Evergreen.”

Keywords: Innovative Product; Niche Market; Target Market; Business Objective; Direct Marketing (search for similar items in EconPapers)
Date: 2009
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-0-387-79951-3_2

Ordering information: This item can be ordered from
http://www.springer.com/9780387799513

DOI: 10.1007/978-0-387-79951-3_2

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().