Very well written guide to the ups and downs of bringing new (or old) products to the marketplace. This book will help your sales team get focused to take their performance to the next level. There are many good ideas from the experiences of some of America's best corporations.

My boss (the vice president of marketing, for a Fortune 200 media company) handed me this book and said: Read this; it is the bible of channel strategy. I noticed one of the other reviewers here also called it the Bible. Well, there is only one Bible, so let's not overdo it, people! Please! The book is impressive so far, though. I have read five chapters of nine as of this review. Go To Market Strategy's best characteristic is that it is very well written and articulate, and also, that it has a huge amount of information and new ideas for product marketing and management. There are many strategies and practical tools that my team can use immediately to improve the launch of new media services into key market segments. I do have a criticism, and that is that I do not think the author sufficiently considers the role of pricing strategy as part of a go to market strategy. For a marketing book said to be of biblical proportions, I would have expected to see more on pricing; while not completely absent, I would have to say that pricing is not the author's favorite topic. Also, some more treatment of international partnering and the global aspects of product launches would have been helpful, since most new product initiatives involve a heavy dose of int'l partnering issues. Aside from those concerns, Go To Market Strategy does live up to its reputation for being the best book in its field and the one that everybody seems to be reading. Friedman is influential as a marketing and channels theorist and practitioner, and it is clear why when reading this book. If you buy it, read the footnotes, because half of them are like little "time-outs" with amusing observations. Recommended.

Attended the author's strategy workshop in NYC in December, got a freebie copy of the book...can't argue with that! Best biz book of last 3-4 years, hands down...the "Bible" of go to market. 360 degree view of market / channel / sales / partnering strategy. Shows how all pieces of puzzle fit together. Really, really, really, really like the chapters on partnering, channel integration. A+++

This very helpful book is by author L. Friedman, whose book The Channel Advantage from 1998 or 1999 is still appreciated for its comprehensive look at channel programmes and management. This new book is broader in theme and less focused on channels as it is on general strategy issues one must confront successfully to take a product or service to the market place. As with The Channel Advantage, few business practitioners or students will be disappointed and many will appreciate the inclusion of important new ideas and concepts for managing channels and developing a comprehensive go to market programme. I found it very worthwhile reading.

This is a great marketing book. No hype and no b.s., just a lot of sound, practical ideas for connecting better with your customers and doing more business with them. The theoretical ideas are very well supported by practical advice and what must be 25 or 30 useful cases examples from Corporate America (and Europe - some Asian examples would have been nice too). I thought the chapters on choosing markets and aligning with customers were especially well written and useful. I also thought the part on value propositions was eye opening and likely to lead more than a few executives to rethink whether they really have a winning message. For a marketing book, you always have to wonder whether it's serious or if it's just a bunch of stupid McKinsey 2x2 matrices. This book is one of the rare ones that trades in all those tired "cash cow" pedantics for practical, sales-oriented advice. So I give this book a solid 5 stars because I don't know what more you could want from a marketing book. Finally, the two chapters on channels are detailed, complete, well written, and full of important post dot-bomb ideas for building a new channel strategy. These two chapters alone would be well worth the cost of the book.