86%制胜术 The 86 Percent Solution

出版时间：2005-9  出版社：7-09999  作者：VIJAY MAHAJAN  页数：224  
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内容概要

Most global businesses focus on selling to the wealthiest fourteen percent of the world's population: the developed world. But these markets are oversaturated, overcompetitive, and aging. The 86 Percent Solution shows how to unleash new growth and profitability by serving everyone else.    Drawing on dozens of examples from emerging markets worldwide, the authors offer actionable strategies and tactics for product design, pricing, packaging, distribution, advertising, and much more. You'll discover the radically different "rules of engagement" that make emerging markets tick, and how some companies are already driving billions of dollars in sales there.    Along the way, you'll learn how to handle lack of infrastructure and media, low literacy levels, and "unconventional" consumer behavior. With the right solutions, these challenges present opportunities.    The potential of emerging markets is staggering. You can transform that potential into profit.

书籍目录

About the Authors Seeing Geeti Preface: Do You Want to Be in ThisMarket? Can You Afford Not to Be?Acknowledgments Chapter 1  The Lands of Opportunity   The 86 Percent Opportunity   Opportunities at Many Levels   Characteristics of Emerging Markets and the Opportunities They Create   Finding Solutions    The 86 Percent Solution   Notes  Chapter 2  Don't Build a Car When You Need a  Bullock Cart   Designing for Six-Yard Saris   Back to Basics   Riding the Bullock Cart  The 86 Percent Solution   Notes Chapter 3  Aim for the Ricochet Economy   The Ricochet Economy  Taking Aim    More Bounce    The 86 Percent Solution   Notes  Chapter 4  Connect Brands to the Market    Market-Stall Economies    Brand Consciousness   Strategies for Harnessing Local Brands   Brands on the Run   The 86 Percent Solution    Notes Chapter 5  Think Young   A Fountain of Youth    Strategies for the Youth Market    Youth Leads to Growth   The 86 Percent Solution    Notes Chapter 6  Grow Big by Thinking Small   Inverted Pricing   Small Homes   Strategies for Thinking Small    Small Wonders    The 86 Percent Solution    Notes Chapter 7  Bring Your Own Infrastructure   A Tale of Two Markets    Regulatory and Financial Infrastructure    Finding Opportunities in Infrastructure   Overlapping Infrastructures   The 86 Percent Solution   Notes Chapter 8  Look for the Leapfrog    Leapfrog Strategies    Beyond Appropriate Technology    The 86 Percent Solution  Chapter 9  Take the Market to the PeopleCHapter 10  Develop with the MarketIndex