Every company has it at one point. But all too often, it gets lost along the way, leaving the company--and its workers--with an unclear sense of direction. Now the co-author of The 22 Immutable Laws of Marketing offers solutions for restoring the dispersed focus of a company back to its key service, and discarding everything else.

With clear examples from a variety of industries, Al Ries demonstrates how crucial focus can be. Certainly it helps explain why Coca-Cola's stock is worth two times that of Pepsi-Co., even though Pepsi has twice the sales and twice the assets. And it is a key component to the success of on-track companies such as Volvo, Sun Microsystems, and Little Caesars.

Al Ries's extensive marketing experience gives his managerial advice a cutting-edge angle as he defines a new standard of corporate competitiveness for companies big and small. So get focused! Your future depends on it.

© 2005 HarperAudio (Audiobook): 9780060859978

Release date

Audiobook: 19 July 2005