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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.
Marketing guru Al Ries, co-author of the acclaimed The 22 Immutable Laws of Marketing and Marketing Warfare, uses real company profiles to prove that in today's rapidly evolving business environment, the most successful companies are those that remain focused on their core business.aIn plain and effective language, internationally known marketing expert Al Ries explains why IBM, PepsiCo, and other revenue-rich companies often fail to perform on the balance sheet. His commonsense approach to business management focuses on keeping a business doing what it does best, eschewing the temptation of diversification into unrelated enterprises.aUsing real-world examples, Al Ries shows that in industry after industry, it is the companies that resist diversification and instead focus on owning a category in consumers' minds that dominate their markets. He offers solid guidance to get companies back on target, explaining how to get focused and how to stay focused. His no-nonsense advice lays out a workable blueprint for any company's evolution that can increase market share and shareholder value while keeping an eye squarely on the future.
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