IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-0-387-79951-3_5.html
   My bibliography  Save this book chapter

RTM Life Cycle

In: Building Routes to Customers

Author

Listed:
  • Peter Raulerson

    (PARA Marketing Group, LLC)

  • Jean-Claude Malraison

    (56 rue Darwin)

  • Antoine Leboyer

Abstract

This chapter explains the RTM Life Cycle at the level of detail needed by the person who is in charge of implementing RTM in your company, or who will be your internal RTM expert. Everyone else should read this chapter quickly, not deeply, to become familiar with the RTM Life Cycle concepts. This chapter starts by recapping the overview in Chap. 1 about the adoption of innovation and the phases of the RTM Life Cycle. This is followed by an explanation of disruptive versus nondisruptive innovation. Then detailed guidance is provided for understanding the customers in each of the four phases of the RTM Life Cycle, and for designing effective and efficient routes for each phase. Also covered is how to transition smoothly from phase to phase. At the end of the chapter there is an extensive discussion of the ways that vendors deal with commoditization in the last phase of the RTM Life Cycle. On the book’s Web site, www.RoutesToCustomers.com , you will find free diagnostic tools for determining which phase of the RTM Life Cycle your product or service is in.

Suggested Citation

  • Peter Raulerson & Jean-Claude Malraison & Antoine Leboyer, 2009. "RTM Life Cycle," Springer Books, in: Building Routes to Customers, chapter 0, pages 61-101, Springer.
    • Handle: RePEc:spr:sprchp:978-0-387-79951-3_5
    DOI: 10.1007/978-0-387-79951-3_5
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sprchp:978-0-387-79951-3_5. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.