Winning Market Leadership: Strategic Market Planning for Technology-Driven Businesses

"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)