Focus: The Future of Your Company Depends on It

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		Focus: The Future of Your Company Depends on It
		Focus: The Future of Your Company Depends on It

基本信息·出版社：Harperbusiness Essentials
·页码：320 页
·出版日期：2005年09月
·ISBN：0060799900
·条形码：9780060799908
·版本：2005-09-27
·装帧：平装
·开本：32开 Pages Per Sheet
·外文书名：焦点: 企业未来之本

内容简介 Book Description
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.

From Publishers Weekly
While he doesn't go so far as to say that small is beautiful, Ries (Positioning) levels a commonsense critique at the compulsion for growth that drives corporate America. Growth for its own sake, particularly when it involves diversification into products unrelated to a company's original business, Ries says, causes many companies to become unfocused, confuses customers and loses money. The frenzy for acquisitions that spread many a well-known brand name over a diversity of products has proved untenable, with the result that companies that grew fat are regaining their original focus by slimming down. Sears, Roebuck, a once focused retailer that expanded unwisely into real estate, stock brokering, business system centers and credit cards, is having to divest itself of all but its original retail chain. Managers seeking to focus or refocus their companies will find helpful examples here, drawn from a broad range of enterprises. $50,000 ad/promo; author tour.

From Library Journal
Ries, whose previous books were authored with Jack Trout, writes his latest with research assistance from his daughter. Together they go after the management of some of the world's most easily recognized firms, including PepsiCo and IBM. The authors use companies' experience as evidence that "focus" on the core businesses or products is the key to success in today's business environment, arguing that companies that remain focused, e.g., Volvo or McDonald's, have a substantially better track record than those that have strayed from their "core" businesses. This thesis, which is illustrated liberally with examples from the business world, is thoroughly developed. The reader may not always agree with the authors' statements, but they are well made and worth considering. For all management collections and for libraries that support all types of business, large or small.
　　　　　　　　　　　　　　　　　　　　　　　　　　Littleton M. Maxwell, Business Information Ctr., Univ. of Richmond, Va.

From the Publisher
The key to success in the 90s is focus.

Business has a new buzzword that has captured the imagination of corporate leaders everywhere. In the seventies, it was diversification, the notion that every company needed a counter-cyclic business to balance out its business cycle. In the eighties, it was synergy, the notion that a company could exploit the similarities between such products as magazines and motion pictures (Time Warner). In the nineties the word is focus and no one has preached the gospel of focus as long and as forcefully as Al Ries. In his bestselling book, The 22 Immutable Laws of Marketing, co-author Ries argued that focus is "the most powerful concept in marketing." Now, Ries has taken the focus concept one step further. In his new book, Focus: The Future of Your Company Depends on It, Ries offers a bold and iconoclastic prescription for American businesses.

Managers have been driven by a series of strategies that have caused their companies to lose focus, Ries argues. The unexamined goal of growth-at-any-cost has led companies to invest heavily in the acquisition of other companies, the development of new, often unrelated products, and the cultivation of new markets and distribution channels - anything that promises new sources of revenue. Ries argues that bigger is not necessarily better and that the whole is frequently less than the sum of its parts.

Ries offers a staggering array of examples from a variety of industries to demonstrate that, in the long run, companies that stay focused on their core business enjoy greater profitability. Companies that lose their focus through diversification and over-extension may see a short-term boost in revenues, but inevitably suffer in the long run. From McDonald's and Burger King to Volvo and Chrysler, Ries shows how focus consistently outperforms diversification.

Book Dimension
length: (cm)19.8 　　　 　　　　　 　　　　　 width:(cm)13.2
作者简介

Al Ries and his daughter and partner, Laura Ries, are two of the world's best-known marketing consultants. Their Atlanta firm, Ries & Ries, works with many Fortune 500 companies. They are the authors of The 22 Immutable Laws of Branding and, most recently, The Fall of Advertising & the Rise of PR, which was a Wall Street Journal and BusinessWeek bestseller.

媒体推荐 书评
From Publishers Weekly
While he doesn''t go so far as to say that small is beautiful, Ries (Positioning) levels a commonsense critique at the compulsion for growth that drives corporate America. Growth for its own sake, particularly when it involves diversification into products unrelated to a company''s original business, Ries says, causes many companies to become unfocused, confuses customers and loses money. The frenzy for acquisitions that spread many a well-known brand name over a diversity of products has proved untenable, with the result that companies that grew fat are regaining their original focus by slimming down. Sears, Roebuck, a once focused retailer that expanded unwisely into real estate, stock brokering, business system centers and credit cards, is having to divest itself of all but its original retail chain. Managers seeking to focus or refocus their companies will find helpful examples here, drawn from a broad range of enterprises. $50,000 ad/promo; author tour.
Copyright 1996 Reed Business Information, Inc. --This text refers to an out of print or unavailable edition of this title.

From Library Journal
Ries, whose previous books were authored with Jack Trout, writes his latest with research assistance from his daughter. Together they go after the management of some of the world''s most easily recognized firms, including PepsiCo and IBM. The authors use companies'' experience as evidence that "focus" on the core businesses or products is the key to success in today''s business environment, arguing that companies that remain focused, e.g., Volvo or McDonald''s, have a substantially better track record than those that have strayed from their "core" businesses. This thesis, which is illustrated liberally with examples from the business world, is thoroughly developed. The reader may not always agree with the authors'' statements, but they are well made and worth considering. For all management collections and for libraries that support all types of business, large or small.
Littleton M. Maxwell, Business Information Ctr., Univ. of Richmond, Va.
Copyright 1996 Reed Business Information, Inc. --This text refers to an out of print or unavailable edition of this title.

From the Publisher
The key to success in the 90s is focus.

Business has a new buzzword that has captured the imagination of corporate leaders everywhere. In the seventies, it was diversification, the notion that every company needed a counter-cyclic business to balance out its business cycle. In the eighties, it was synergy, the notion that a company could exploit the similarities between such products as magazines and motion pictures (Time Warner). In the nineties the word is focus and no one has preached the gospel of focus as long and as forcefully as Al Ries. In his bestselling book, The 22 Immutable Laws of Marketing, co-author Ries argued that focus is "the most powerful concept in marketing." Now, Ries has taken the focus concept one step further. In his new book, Focus: The Future of Your Company Depends on It, Ries offers a bold and iconoclastic prescription for American businesses.

Managers have been driven by a series of strategies that have caused their companies to lose focus, Ries argues. The unexamined goal of growth-at-any-cost has led companies to invest heavily in the acquisition of other companies, the development of new, often unrelated products, and the cultivation of new markets and distribution channels - anything that promises new sources of revenue. Ries argues that bigger is not necessarily better and that the whole is frequently less than the sum of its parts.

Ries offers a staggering array of examples from a variety of industries to demonstrate that, in the long run, companies that stay focused on their core business enjoy greater profitability. Companies that lose their focus through diversification and over-extension may see a short-term boost in revenues, but inevitably suffer in the long run. From McDonald''s and Burger King to Volvo and Chrysler, Ries shows how focus consistently outperforms diversification. --This text refers to an out of print or unavailable edition of this title.

Product Description
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.

About the Author:

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.

From Booklist
Ries and consulting partner Jack Trout have done much to "market" marketing. They have popularized such concepts as positioning and bottom-up marketing in such books as Marketing Warfare (1986) and 22 Immutable Laws of Marketing (1993). Now writing solo for the first time, Ries targets practitioners with a message similar to--but more straightforward than and not nearly as ponderous as--that of Michael Porter in Competitive Advantage (1985). Providing illustrative examples from the marketplace, Ries argues that companies must "re-discover" what first made them successful and then concentrate on only those products and activities that lead to that success. Good advice! Even for libraries!! David Rouse --This text refers to an out of print or unavailable edition of this title.

Philip Kotler, J.L. Kellogg Graduate School of Management
"A very important book, well documented, well argued, but destined to be controversial. Next time your company is tempted to broaden or diversify, I guarantee that you will think twice." --This text refers to an out of print or unavailable edition of this title.

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