什么是战略-(英文版)

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 People”Fallacy / 57The “Better Product”Fallacy / 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