TMC Must Reads

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TMC Must Reads

Review this ad hoc list of Member’s favorite technology marketing books.

	Jack Trout: The New Positioning: The Latest on the World's #1 Business Strategy
	Edward F. McQuarrie: The Market Research Toolbox: A Concise Guide for Beginners
	Anthony Ulwick: What Customers Want: Using Outcome-Driven Innovation to Create Breakthrough Products and Services

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Executive

Interview

Getting Through the First 20 Years of New Technology Adoption

Cathy Lewis, VP Global Marketing,
3D Systems Corporation
April 20, 2010 10AM Pacific/ 1PM Eastern

Leaders' Blog

“Innovation - Managing the Uncertainties”
Nick Nichols, March 2, 2010 / 6:57am

“"Trouble in Nagoya", or Toyota Learns a Whole Product Lesson”
Geoff Anderson, February 15, 2010 / 5:54am

Case Studies

Technology Adoption Cases (more)
How to Define a Market Segmentation Map
How to Segment the Japan Market

Solution Development Cases (more)
How to Sell a Whole Product in Government 
Markets
How to Tradeoff Standards & Innovation

Competitive Strategy Cases (more)
How Not to Execute Guerilla Warfare
How to Attack with Competitive Positioning

Review

TMC Must Reads

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