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    IBM’s Route to Market Strategy

    Description This case study examines how IBM formulated and implemented a strategy for Routes to Market that was based upon observation of clients’ buying behaviours and aligned with their economic value as customers. The case describes how IBM identified seven preferred RTMs and assigned them...
    • AyeshaShaikh83
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    • background different modes esperanto in all channels from selling to marketing introduction same firm seven paths
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    • Forum: Cases in Marketing
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