Summary |
In this book, marketing and communications experts Ron Ricci and John Volkmann argue that the unique features of digital products-and of consumer goods that contain digital components-force customers to consider the viability of the company behind the solution to their problems. Pickings a losing company could mean getting stuck with products that can’t be upgraded or services that can’t be extended. So customers buy from the company that they believe will be the long-term-indeed, the inevitable-winner. They buy from the company that has what the authors call momentum.
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