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 marketplace—for how companies build and sustain momentum. Drawing upon their intensive study of 20,000 consumer and corporate buyers, the authors also reveal the “six forces of digital differentiation” that characterize “inevitable” market winners in the customer’s mind.

Ricci and Volkmann introduce a “momentum index” that will enable senior management, product marketers, and marketing communication strategists to:

- Measure a brand’s momentum against that of its competitors
Diagnose a company’s strengths and weaknesses as a market contender
- Develop an action plan for sustaining or strengthening a competitive position
- Apply momentum strategies to the digital features of traditional offerings

For anyone responsible for managing or communicating about a company and its brands, this book shows how companies can ride momentum to industry dominance.

Ron Ricci is Vice President of Marketing for Cisco Systems. John Volkmann is Vice President of Strategic Communications at Advanced Micro Devices.

About the Authors

Ron Ricci is Vice President of Marketing for Cisco Systems.

John Volkmann is Vice President of Strategic Communications at Advanced Micro Devices.

"About this title" may belong to another edition of this title.

Store Description

Visit Seller's Storefront

Seller's business information

BennettBooksLtd
CA, U.S.A.

Sale & Shipping Terms

Terms of Sale

We guarantee the condition of every book as it's described on the Abebooks web sites. If you're dissatisfied with your purchase (Incorrect Book/Not as Described/Damaged) or if the order hasn't arrived, you're eligible for a refund within 30 days of the estimated delivery date. If you've changed your mind about a book that you've ordered, please use the Ask bookseller a question link to contact us and we'll respond within 2 business days.

Shipping Terms

Orders ship within 2 business days. Shipping costs are based on books weighing 2.2 LB, or 1 KG. If your book order is heavy or oversized, we may contact you to let you know extra shipping is required.

Shipping rates within U.S.A.

Shipping rates within U.S.A.
Order quantity	7 to 30 business days	3 to 14 business days
First item	US$ 4.13	US$ 8.95

Delivery times are set by sellers and vary by carrier and location. Orders passing through Customs may face delays and buyers are responsible for any associated duties or fees. Sellers may contact you regarding additional charges to cover any increased costs to ship your items.