Momentum: How Companies Become Unstoppable Market Forces
    by Ron Ricci, John Volkmann

    Harvard Business School Press (November 2002)

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

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Description:

Based on an intensive study of 12,000 consumer and corporate buyers, marketing and communications experts Ron Ricci and John Volkmann identify the success factor that all market leaders share: momentum. Beyond sheer motion, momentum means mass, speed, and direction, in context to a value proposition so compelling that all constituents in a given marketplace believe it--and want to go there with you.

It is the trajectory to "must-have" status with customers--and this book provides the marketing gauges to get you there. Ricci and Volkmann unveil a practical, proven formula for quantifying your company's momentum and show how managers can leverage it to achieve market leadership.

They introduce a "momentum index" that will enable senior management, product marketers, and marketing communication strategists to measure their market dominance relative to competitors, diagnose their strengths and weaknesses as market leaders, and develop an action plan for sustaining or strengthening their positions.

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

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