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Book Chapter

Connecting RTM with Corporate Strategy

  • Raulerson P
  • Malraison J
  • Leboyer A
Springer New York, (2009), 153-168
DOI: 10.1007/978-0-387-79951-3_8
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Abstract

Up to this point in the book, Routes-to-Market (RTM) has been presented as a methodology used by executives responsible for marketing, sales, distribution, and customer services in field organizations. This chapter shows how RTM can also be used in product management and corporate strategy at headquarters. The following case study of Adobe Systems Incorporated provides an example.

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APA

Raulerson, P., Malraison, J.-C., & Leboyer, A. (2009). Connecting RTM with Corporate Strategy. In Building Routes to Customers (pp. 153–168). Springer New York. https://doi.org/10.1007/978-0-387-79951-3_8

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