Every company has it at one point. But all too often, it gets lost along the way, leaving the company--and its workers--with an unclear sense of direction. Now the co-author of The 22 Immutable Laws of Marketing offers solutions for restoring the dispersed focus of a company back to its key service, and discarding everything else.
With clear examples from a variety of industries, Al Ries demonstrates how crucial focus can be. Certainly it helps explain why Coca-Cola's stock is worth two times that of Pepsi-Co., even though Pepsi has twice the sales and twice the assets. And it is a key component to the success of on-track companies such as Volvo, Sun Microsystems, and Little Caesars.
Al Ries's extensive marketing experience gives his managerial advice a cutting-edge angle as he defines a new standard of corporate competitiveness for companies big and small. So get focused! Your future depends on it.
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"My good friend John Garies, Jr. gave me a copy of this book, and I have been hooked on the Ries marketing philosophy ever since. This is a great marketing book for anyone in management or marketing. Anything Al Ries and his former partner Jack Trout write is worth reading!" — David (5 out of 5 stars)
"My good friend John Garies, Jr. gave me a copy of this book, and I have been hooked on the Ries marketing philosophy ever since. This is a great marketing book for anyone in management or marketing. Anything Al Ries and his former partner Jack Trout write is worth reading!"
“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.”
“Managers seeking to focus or refocus their companies will find helpful examples here, drawn from a broad range of enterprises.”
“The reader may not always agree with the authors’ statements, but they are well made and worth considering.”
“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. Providing illustrative examples from the marketplace, Ries argues that companies must ‘rediscover’ what first made them successful and then concentrate on only those products and activities that lead to that success. Good advice!”
“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.”
" Shows age a little bit with the examples(which is excusable with the age of the book), but otherwise still a quite thought provoking book. "
" Great perspective on the success of companies that have focused and those who have not. "
" Wonderful book for branding, and creating strategy. It has been too long, and I need to read it again. "
" Couldn't we all use a little more of this. Great case studies from fortune 500 companies. Almost outdated. "
Al Ries and his daughter and business partner Laura Ries are two of the world’s best-known marketing consultants, and their firm, Ries & Ries, works with many Fortune 500 companies. They are the authors of The 22 Immutable Laws of Branding, The Fall of Advertising and the Rise of PR (which was a Wall Street Journal and a BusinessWeek bestseller), and, most recently, The Origin of Brands. Al was recently named one of the Top 10 Business Gurus by the Marketing Executives Networking Group. Laura is a frequent television commentator and has appeared on the Fox News and Fox Business Channels, CNN, CNBC, PBS, ABC, CBS, and others.
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