目录致中国读者总序前言第1章 战略就是生存之道 1钓鱼进餐 2外出用餐 2选择的爆炸式增长 3分化定律 6选择行业 6选择的暴力 8形势只会更糟 9第2章 战略就是建立认知 13心智容量有限 14心智厌恶混乱 17心智缺乏安全感 21心智拒绝改变 26心智会失去焦点 29第3章 战略就是与众不同 35质量之战 36顾客满意之战 37产品特性 38领导地位 41市场传统 44产品制造 48第4章 战略就是打败对手 57优秀团队的谬误 57更好产品的谬误 59如果你真的聪明，为什么你不富有？ 60商业是场战争 61商业需要新哲学 62转为竞争导向 63战略和战术 70战术与战略的对比 73第5章 战略就是选择焦点 77一个教训 78另一个教训 78看看零售业 79增长的背后 81聚焦成为专家 82聚焦成功的出版商 83聚焦成为品类代名词 83小型专家 84大型专家 85失去焦点 86警惕CEO个人嗜好 87将焦点如实传播 88第6章 战略就是追求简单 91借助常识 91街头观察92市场调研 94切勿迷信数据 96切勿迷信焦点小组访谈 97切勿迷信试销 99行为无法预测 100获取心智快照 101在心智中拥有一个字眼 102复杂令人疑惑 104商业语言 106第7章 战略就是领导方向 113亲临前线 115寻求实情 118成为出众的领袖 119领导与数字无关 121领导与认知有关 122远期思维 123贵在坚持 125领导者的将军特质 126第8章 战略就是实事求是 131增长的陷阱 13215%的错觉 133真实的数字 134无法实现的目标 135大，值得吗 136借融合之名 137大组织难题 138个人痕印 139忙碌的CEO 140脱离市场 141重返现实 142杰克特劳特的其他作品 145CONTENTSTo Chinese ReadersForewordPreface1. Strategy Is All about Survival 1Fishing for Dinner 2Going to Dinner 2An Explosion of Choice 3The Law of Division 6The Choice Industry 6Choice Can Be Cruel 8And It Will Only Get Worse 92. Strategy Is All about Perceptions 13Minds Are Limited 14Minds Hate Confusion 17Minds Are Insecure 21Minds Don抰 Change 26Minds Can Lose Focus 293. Strategy Is All about Being Different 35The War on Quality 36The War for Customer Satisfaction 37Being First Is a Differentiating Idea 38Attribute Ownership Is a Way to Differentiate 39Leadership Is a Way to Differentiate 41Heritage Is a Differentiating Idea 44How a Product Is Made Can Be a Differentiating Idea 48Hotness Is a Way to Differentiate 524. Strategy Is All about Competition 57The Better PeopleFallacy 57The Better ProductFallacy 59If Yor抮e So Smart, How Come You抮e Not Rich? 60Marketing as War 61A Change of Philosophy 62Becoming Competitor-Oriented 63Tactics and Strategy 70Tactics versus Strategy 735. Strategy Is All about Specialization 77A Lesson Learned 78Another Lesson Learned 78The Same Goes for Retail 79The Counterpoint to Growth 81Becoming the Expert 82A Publisher抯 Dream 83Becoming Generic 83Other Small Specialists 84Big Specialists 85Now the Bad News 86Beware of the CEO抯 Hobby 87Tell It Like It Is 886. Strategy Is All about Simplicity 91In Search of the Obvious 91An Observation from the Street 92Research Can Confuse You 94Don抰 Get Mesmerized by the Data 96Don抰 Get Mesmerized by Focus Groups 97Don抰 Get Mesmerized by Test Markets 99Don抰 Believe Everything They Say 100Get Some Snapshots of the Mind 101Owning a Word in the Mind 102Complex Language Is Confusing 104Business Has Its Own Language 1067. Strategy Is All about Leadership 113Go Down to the Front 115Needed： Honest Opinions 118Needed： A Visible Leader 119It抯 Not about the Numbers 121It抯 about Perceptions 122It抯 about Thinking Long Term 123It抯 about Hanging in There 125Leaders Are Good Generals 1268. Strategy Is All about Reality 131The Growth Trap 132The 15 Percent Delusion 1
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