Most companies have caught on to the need to satisfy and even anticipate the needs of their customers. This book, however, focuses on techniques for exploring the demands of the entire market, including potential customers who currently have their needs met by one of your competitors. Introducing the Voice of the Market (VOM), Reidenbach constructs a practical guide to methods of data collection and analysis and then moves on to the construction of a competitive value proposition. Until now, Six Sigma practitioners have too often been mostly driven by cost reduction strategies. Here there is a focus on using the VOM as a director of where to apply Six Sigma in the future--as a tool to plan the overall direction of the firm. Annotation ©2010 Book News, Inc., Portland, OR (booknews.com)