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Go To Market Strategy: Advanced Techniques and Tools for Selling More Products to More Customers More Profitably ReviewI 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. The author's reputation preceeding this book is as a channel strategist, and for the large parts of the book that concerns sales and marketing channels, he does not disappoint. It is brutally evident here that he knows more about channels and partner distribution than anyone else today, period. Go To Market Strategy is an Internet Mania Free Zone, with a sane and balanced view point on the role of the Internet in an overall marketing strategy. You will enjoy his description of the Pets.com debacle. I almost fell out of my chair laughing at his irreverent(and dead-accurate) analysis of why Pets.com failed. He also has an irreverent and cynical view point about marketing consultants, a group he acknowledges belonging to. You get the impression that the author has a sense of humor about the whole thing. That is very refreshing and reason in itself to buy this book. Also, make sure you read every footnote. They're like the bonus materials on a DVD movie. A few are standard references, but many have extra information and insight, and they are kind of a running commentary on the main body of the text.Go To Market Strategy: Advanced Techniques and Tools for Selling More Products to More Customers More Profitably OverviewWant to learn more information about Go To Market Strategy: Advanced Techniques and Tools for Selling More Products to More Customers More Profitably?
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