Focus： The Future of Your Company Depends on It焦点：企业发展的未来之本
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作者： Al Ries著
出 版 社： 音像供货
出版时间： 2005-9-1字数：版次： 1页数： 304印刷时间：开本： 大32开印次： 1纸张：I S B N ： 9780060799908包装： 平装编辑推荐
作者简介：
Al Ries is one of the world's best known marketing strategists and consults for some of the largest corporations in North America, South America, and the Far East. His previous books, written with Jack Trout, include The 22 Immutable Laws of Marketing, Bottom-Up Marketing, Marketing Warfare, and Positioning. He lives in Great Neck, New York. --This text refers to an out of print or unavailable edition of this title.
内容简介
Ries also shows companies how to focus. He advises that in order to focus, it may necessarily involve sacrifice - giving up some portion of the market, some versions of the product, or some distribution channel. Although such strategies strike many managers as illogical or counter-intuitive, Ries marshals an overwhelming number of examples to prove his case. As long as competition exists, Ries notes, it is impossible to win 100% of any market. From debunking The Quality Axiom to detailing the importance of perception, from describing the five strategies for coping with change to showing how a company can "own" a word in the customer's mind, Al Ries brings his extensive marketing expertise to bear on the problem of competition and the importance of focus.
Today's rapidly changing, technology-driven marketplace mandates constant quick thinking and reassessment by managers throughout the corporation. This book lays out the smart way for your company to evolve, increase market share, and enhance shareholder value without sacrificing the key assets you'll need in the long term. Focus is the key to getting your company back on track.
目录
Preface
Introduction to the
Collins Business Essentials Edition 2005
Introduction
1 The Unfocusing of Corporate America
2 The Driving Force of Globalization
3 The Driving Force of Division
4 Encouraging Signs from the Corporate Front
5 Encouraging Signs from the Retail Front
6 A Tale of Two Colas
7 The QualityAxion
8 Finding Your Word
9 Narrowing Your Scope
10 Coping with Change
11 Divide and Conquer
12 Building a Multistep Focus
13 Disciplining the Dinosaur
14 Crossing the Trench
15 Fifteen Keys to a Long-Term Focus
Index
