Bill Barrett - Marketing and Sales Specialist
Product Marketing Recommended Reading

Crossing the Chasm, by Geoffrey A. Moore

Geoffrey Moore's Crossing the Chasm has become the standard model for bringing new technologies to market.  If you have experienced early success with new innovative products but struggled to reach the mainstream customer, you have experienced the "Chasm."  Moore discovered that mainstream customers are more demanding than early-market innovators.  If you are involved in bringing high-tech products to market, you should have this book on your bookshelf.   Buy it now!


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The Market Driven Organization : Understanding, Attracting, and Keeping Valuable Customers, by George S. Day

Develop and launch successful products by transforming your company into a successful, market-driven organization.  George Day's The Market Driven Organizationwill guide you every step of the way.  Market-driven strategies ensure your company's resources effectively and profitably deliver value to the marketplace. Buy it now!


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The Discipline of Market Leaders: Choose Your Customers, Narrow Your Focus, Dominate Your Market, by Michael Treacy and Fred Wiersema

Learn how to create a strategy that will enable you to become a top company in your target markets.  With The Discipline of Market Leaders, you will explore the different value propositions - technological leadership, customer intimacy, and operational excellence.  The value discipline you choose for your organization depends upon your company's culture and core competencies.  Deciding how you deliver value to the market place is one of the first steps toward becoming a market leader. Buy it now!


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Quality Function Deployment: How to Make QFD Work For You, by Lou Cohen

Quality Functional Deployment (QFD) is a methodology to translate market requirements into engineering specifications.  Learn how to incorporate QFD into your product development cycle.  Quality Function Deployment: How to Make QFD Work For You by Lou Cohen starts with the basics and introduces the QFD process.  After an overview of QFD, Cohen guides you into the more advanced techniques with practical applications.  If you own only one book on QFD, this should be it. Buy it now!


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The Strategy and Tactics of Pricing: A Guide to Profitable Decision Making, by Thomas T. Nagle and Reed K. Holden

Learn how to capture the maximum price for your products using value-based pricing.  Nagle and Holden's The Strategy and Tactics of Pricing shows you step-by-step how to apply value-based pricing techniques to set the optimal price.  Pricing is the most important aspect of product marketing.  The right price will delight customers and give you and your company maximum returns.  This is a must-have for every Product Marketing Manager. Buy it now!


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