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" Focus : "
Al Ries.
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BL
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| Record Number
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848521
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| Main Entry
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Ries, Al.
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| Title & Author
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Focus : : the future of your company depends on it /\ Al Ries.
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| Edition Statement
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1st ed.
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| Publication Statement
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New York :: HarperBusiness,, ©1996.
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| Page. NO
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xii, 304 pages ;; 24 cm
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| ISBN
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0887307647
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: 0887308635
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: 9780887307645
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: 9780887308635
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| Notes
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Includes index.
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| Contents
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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.
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| Abstract
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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."
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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.
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| Subject
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Marketing-- Management.
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Success in business.
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Marketing-- Management.
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Marketing.
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Success in business.
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Management.
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Strategie.
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| Dewey Classification
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658.8
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| LC Classification
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HF5415.R5438 1996
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HD58.8.R54 1996
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| NLM classification
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85.10bcl
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