| It is a GREAT book, I enjoyed reading it. Clear, easy to follow the steps of Momentum Building. This book serves as a guide and can be applicable for any size or any type of company that wants to be the successful. The well selected case studies of market leader high tech companies - Cisco, HP, Oracle, IBM and so forth - evidently illustrate the efforts that leaders must undertake in order to build their brand momentum within the Marketplace of Ideas, "where always the best reveal" (J. Milton). For a PR professional, as I am, it was helpful to understand how important and complex a job it is to keep your CEO personality and the company proposition aligned and consistent. "As a source of future credibility in customer's minds, management vision always exists in relationship to product or service" (pp. 159). Moreover a CEO's vision can determine the future of a whole industry. This book is a must read for university students in marketing, communications and business fields. Particularly if dealing with research studies; in this research, conducted by Ricci and Wolkmann, students can follow through the design, variables and connections between them, furthermore see great examples and it is not mere statistics. |
Momentum: How Companies Become Unstoppable Market Forces Books In Print, Audio Books.