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Jingdong book

与众不同极度竞争时代的生存之道（珍藏版）

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Jingdong book

与众不同极度竞争时代的生存之道（珍藏版）

Name: 与众不同 极度竞争时代的生存之道（珍藏版）
Brand: Jingdong book
SKU: 3102015321
Price: 30.72 USD
Availability: OutOfStock

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Content Description

Jack Trout， Steve Rivkin。 Differentiate or Die：Survival in Our Era of Killer Competition， 2nd Edition。
Copyright ？2008 by Jack Trout。
This translation published under license。 Simplified Chinese translation copyright ？2011 by China Machine Press。
No part of this book may be reproduced or transmitted in any form or by any means， electronic or mechanical， including photocopying， recording or any information storage and retrieval system， without permission， in writing， from the publisher。
All rights reserved。

Author Description

杰克·特劳特，全球最顶尖的营销战略家，“定位”之父。1969年提出商业中的“定位”观念，并在实战中不断开创与完善了定位理论。目前是特劳特全球伙伴公司总裁，该公司是美国最负盛名的国际营销咨询公司之一，在全球26个国家设有分公司。他的作品有《定位》、《重新定位》、《商战》、《什么是战略》等畅销书。
史蒂夫·里夫金，命名专家，特劳特全球伙伴公司长期合伙人。曾与杰克·特劳特合著三本书。史蒂夫1989年在新泽西州洛克谷创建Rivkin & Associates咨询公司，从事营销和传播咨询。

Catalogue

特劳特致中国读者
总序
前言
第1章选择的严酷性
钓鱼进餐
外出就餐
选择机会的激增
医疗服务的选择
家用电器的选择
选择正在扩张
分化定律
“选择业”
你必须小心
形势只会更糟
第2章品类在不知不觉中走向货品化
一厢情愿还是事实
铁的事实
第3章独特销售主张怎么了
定义
争论依然盛行
我们需要瑞夫斯，他现在在哪儿
建立品牌的第一步
人们理解事物的方式
任何东西都能实施差异化
第4章更新“独特销售主张”
发生了什么变化
真是“新品”吗
专利保护真的有效吗
分析并消灭他们
并非不可能
改进、升级并创新
辣鸡肉和酷音乐
超越产品和利益
西奥多·莱维特的警告
第5章质量和顾客导向极少成为差异化概念
质量之战
谁靠质量获胜了
顾客满意之战
自行车可以做到
爱这些里程
水涨船高
神话
满意不等于承诺
迈克尔·波特醒悟了
极少情况下可以做到
第6章广告创意并非差异化
创意的陷阱
行业的争论
为“创意”辩护
比尔·伯恩巴克的幽灵
米·乔·格林的幽灵
塞尔希奥觉醒了
需要信息，而不是广告
需要差异化，而不是口号
第7章价格极少成为差异化概念
廉价胡萝卜的案例
建立价格优势
沃尔玛的成功之路
戴尔路径
嘉信理财的路径
应对低价
谈谈促销
在俄罗斯受到重创
运动产品零售的艰辛
终极价格：免费
以高价作为差异化
第8章很难以“产品齐全”为差异化概念
第9章实施差异化的步骤
第10章差异化产生在心智中
第11章成为第一是个差异化概念
第12章拥有特性是个差异化概念
第13章领导地位是个差异化概念
第14章经典是个差异化概念
第15章市场专长是个差异化概念
第16章最受青睐是个差异化概念
第17章制造方法可以成为差异化概念
第18章新一代产品是个差异化概念
第19章热销是个差异化概念
第20章增长会破坏差异化
第21章差异化通常需要舍弃
第22章在不同地方实施差异化
第23章保持品牌的差异化
第24章在热点话题的新世界中实施差异化
第25章所有东西都能实施差异化
第26章谁来负责差异化
译者后记
附录A 特劳特思想应用
附录B 企业家感言

Book Abstract

第1章选择的严酷性
万物开始之初，选择并不是问题。当我们的祖先考虑“这餐吃什么”的时候，答案并不复杂，他们能在附近追逐、猎杀并拖回洞穴的动物就是这餐的食物。
今天，当你步入规模大的超市的时候，你能看到的是大量不同种类的、切成不同大小的以及由其他人捕杀、屠宰、处理和包装好的肉。
你面临的问题不再是要捕获猎物，而是要设法想清楚，在货架上摆放的成百上千种的不同包装的肉中，你要选择哪种，是红肉、白肉，还是人造肉?
然而，那不过是个开始。现在你必须决定你要动物身上的哪个部位的肉，是腰肉、排骨、肋骨、腿肉，还是臀肉?
此外，如果你的家人中有不吃肉的，那你该给他们买点什么?
钓鱼进餐
对于祖先而言，捕鱼就是削尖长矛，然后期望好运降临这么简单的事。
到了今天，这就意味着踱入一家巴思普洛（Bass Pro）、比恩（L．L．Bean）、卡贝拉店（Cabela’S）或者奥维斯店（Orvis），被那些多得令人难以置信的鱼竿、卷线器、鱼饵、服装和小船等物品弄得眼花缭乱。
在位于美国密苏里州斯普林菲尔德的占地27 800多平方米的巴思普洛旗舰店里，店员会给你理发，然后用剪下的头发为你做成鱼饵。
从削尖的长矛开始到现在，事物已经发生了翻天覆地的变化。
……

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与众不同 极度竞争时代的生存之道（珍藏版）

与众不同极度竞争时代的生存之道（珍藏版）