Focus : the future of your company depends on it / Al Ries.

Format:

Book

Author/Creator:

Ries, Al.

Language:

English

Subjects (All):

Marketing--Management.

Success in business.

Mercadotecnia.

Éxito en los negocios.

Local Subjects:

Mercadotecnia.

Éxito en los negocios.

Physical Description:

xii, 304 pages ; 24 cm

Edition:

First edition.

Place of Publication:

New York : HarperBusiness, [1996]

Summary:

In this new book by the bestselling author of The 22 Immutable Laws of Marketing, Al Ries shows why companies should focus on core products and get rid of extraneous, energy-wasting ventures. In industry after industry, it's the narrowly focused companies that are the big winners. With increased competition and the globalization of business, the future belongs to the company that can narrow its focus in order to dominate its industry. Using examples of companies from a variety of traditional and new industries - from airlines to video stores to fast food to software - Ries offers concrete, no-nonsense advice on how to own a category in the customer's mind, the way Volvo owns "safety," BMW owns "driving," and FedEx owns "overnight."

In today's cutthroat environment, if you work in a corporation, you work in the marketing department. You can't afford not to: the very existence of your company rests on how good a job you're doing to associate your brand and your company with what customers think they want. Unfortunately, too many companies have taken great brands - such as Adidas running shoes, Coors beer, and Bic lighters - and wasted them on products like Adidas cologne, Coors water, and Bic pantyhose - classic cases of valuable names linked to unrelated products, which meant nothing in the customer's mind. Al Ries demonstrates how a corporation can increase its competitiveness by narrowing its focus, spinning off divisions that dilute its strength, and establishing a single word or concept the company can own in the mind.

Contents:

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 Quality Axiom

8. Finding Your Word

9. Narrowing Your Scope

10. Coping with Change

11. Divide and Conquer

12. Building a Multistep Focus

13. Disciplining a Dinosaur

14. Crossing the Trench

15. Fifteen Keys to a Long-Term Focus.

Notes:

Includes index.

ISBN:

0887307647

9780887307645

0887308635

9780887308635

OCLC:

34046436