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Book Chapter

Implementing RTM Company-Wide

  • Raulerson P
  • Malraison J
  • Leboyer A
Springer New York, (2009), 169-179
DOI: 10.1007/978-0-387-79951-3_9
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Abstract

Up to this point in the book, the Routes-to-Market (RTM) methodology has been explained by showing how it applies to selling a single product or service to one market segment. Obviously, few companies live with only one product or only one market segment. This chapter shows how RTM can be applied to all of a multiproduct company's products and markets.

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APA

Raulerson, P., Malraison, J.-C., & Leboyer, A. (2009). Implementing RTM Company-Wide. In Building Routes to Customers (pp. 169–179). Springer New York. https://doi.org/10.1007/978-0-387-79951-3_9

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