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　　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.

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

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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.

书籍介绍

What's the secret to a company's continued growth and prosperity? Internationally known marketing expert Al Ries has the answer: focus. His commonsense approach to business management is founded on the premise that long-lasting success depends on focusing on core products and eschewing the temptation to diversify into unrelated enterprises. Using real-world examples, Ries shows that in industry after industry, it is the companies that resist diversification, and focus instead on owning a category in consumers' minds, that dominate their markets. He offers solid guidance on how to get focused and how to stay focused, laying out a workable blueprint for any company's evolution that will increase market share and shareholder value while ensuring future success.