86%制胜术 The 86 Percent Solution
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作者： Vijay Mahajan, Kamini Banga 著
出 版 社： 上海科学技术文献出版社
出版时间： 2005-9-1字数：版次： 1页数： 224印刷时间： 2005/09/01开本： 大32开印次： 1纸张： 胶版纸I S B N ： 9780131489073包装： 精装编辑推荐
VIJAY MAHAJAN former dean of the Indian School of Business, holds the John P. Harbin Centennial Chair in Business at McCombs School of Business, Universitof cTexas at Austin. He has received numerous li fetime achievement awards, including the American Markcting Association (AMA) Charles Coolidgc Parlin Award for visionary
leadership in scientific marketing. The AMA also instituted the Vijay Mahajan Award in 2000 tbr career contributions to markcting strategy.
内容简介
Most global businesses focus on selling to the wealthiest fourteen percent of the world's population: the developed world. But these markets are oversaturated, overcompetitive, and aging. The 86 Percent Solution shows how to unleash new growth and profitability by serving everyone else.
Drawing on dozens of examples from emerging markets worldwide, the authors offer actionable strategies and tactics for product design, pricing, packaging, distribution, advertising, and much more. You'll discover the radically different "rules of engagement" that make emerging markets tick, and how some companies are already driving billions of dollars in sales there.
Along the way, you'll learn how to handle lack of infrastructure and media, low literacy levels, and "unconventional" consumer behavior. With the right solutions, these challenges present opportunities.
The potential of emerging markets is staggering. You can transform that potential into profit.
目录
About the Authors
Seeing Geeti
Preface: Do You Want to Be in This
Market? Can You Afford Not to Be?
Acknowledgments
Chapter 1 The Lands of Opportunity
The 86 Percent Opportunity
Opportunities at Many Levels
Characteristics of Emerging Markets and the Opportunities They Create
Finding Solutions
The 86 Percent Solution
Notes
Chapter 2 Don't Build a Car When You Need a
Bullock Cart
Designing for Six-Yard Saris
Back to Basics
Riding the Bullock Cart
The 86 Percent Solution
Notes
Chapter 3 Aim for the Ricochet Economy
The Ricochet Economy
Taking Aim
More Bounce
The 86 Percent Solution
Notes
Chapter 4 Connect Brands to the Market
Market-Stall Economies
Brand Consciousness
Strategies for Harnessing Local Brands
Brands on the Run
The 86 Percent Solution
Notes
Chapter 5 Think Young
A Fountain of Youth
Strategies for the Youth Market
Youth Leads to Growth
The 86 Percent Solution
Notes
Chapter 6 Grow Big by Thinking Small
Inverted Pricing
Small Homes
Strategies for Thinking Small
Small Wonders
The 86 Percent Solution
Notes
Chapter 7 Bring Your Own Infrastructure
A Tale of Two Markets
Regulatory and Financial Infrastructure
Finding Opportunities in Infrastructure
Overlapping Infrastructures
The 86 Percent Solution
Notes
Chapter 8 Look for the Leapfrog
Leapfrog Strategies
Beyond Appropriate Technology
The 86 Percent Solution
Chapter 9 Take the Market to the People
CHapter 10 Develop with the Market
Index
