The death of demand : finding growth in a saturated global economy
著者
書誌事項
The death of demand : finding growth in a saturated global economy
（Financial Times Prentice Hall books）
Financial Times Prentice Hall, c2004
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注記
Includes index
内容説明・目次
内容説明
In today's world, there are more TVs than viewers. More phone numbers than talkers. More homes than households. More cars than drivers. Consumers have gorged themselves...and they're pulling away from the table. Demand is dead. What's more, it'll stay dead, for many years to come--and everyone had better get used to it. In The Death of Demand, Tom Osenton reveals a 25-year trend towards increasingly weak revenue growth--even in spite of improved marketing strategies, tactics and tools. In such an environment, growing profits requires a radically new approach. That's precisely what this book delivers. Starting with a foundation of absolute clarity and realism, Osenton offers readers the first comprehensive program for increasing profits when they can't increase revenue. Along the way, he covers everything from discontinuous innovation in products and business models to "customer share marketing" that captures more sales from every existing customer.
目次
Acknowledgments.
Introduction.
I. THE DRIVE FOR GROWTH.
1. The Lifeblood of Capitalism.
Life and Death. Not Just About Cheese. World Population Growth. World's Largest GDPs Hurting. The Basics. Rate of Growth: Trending Up or Down? Never Looking Back. The Inverted V. Ebbing Tide. Negative Rate of Growth. McDonald's: Not-So-Happy Meals. All Sectors Have Hit the Wall. Even Technology Has Seen Its Best Days. The Shrinking Big Three. The American Dream. Rationalizing the Doldrums. Conventional Remedies. When All Else Fails, Cheat. Hitting the Market-Share Wall. Victims of Our Own Success. Putting Earnings at Risk. The Culture of More.
2. Building Revenue and Market Share: 1950 TO 1980.
The Fabulous Fifties. The Ripple Effect. Growth Strategies. Discontinuous Innovation. Continuous Innovation. Creative Destruction. Marketing Strategies and Tactics. Exponential Growth. Formula for Growth. New Product Categories. The Inflationary 1970s. Trend: Increasing Rate of Growth. A Phenomenal Run. Living up to New Expectations.
3. Chasing Revenue and Market Share: 1980 To Present.
High Expectations. New Growth Strategies. New Product Categories. If It Ain't Broke. The Fragmentation of Media. The Tired Four Ps. The Marketing Continuum. The Myth of Customer Relationships. Hitting the Market-Share Wall. Pride and Profits. Anabolic Revenue Growth. Upgrading the Dow. Insidiously Slow Erosion. Onward and Downward. The Curse of the Class of 1980. Desperate Times Call for Desperate Measures.
4. Desperate Times, Desperate Measures.
Desperate Times. In the Beginning... The Most Fundamental of Fundamentals. Spin Doctors: Healthy Patients, No Matter What. Report Card: All A's on a Pro Forma Basis. Tricks of the Trade: Increasing Revenues. Extended Warranties. Penalties: Skies Becoming Less Friendly. The Obesity Factor. Lengthening the Sales Cycle. Have You Driven a Ford Lately? Bargain Basement Deals. Deflation: When Having Too Many Good Deals Hurts Everybody. Your Business Is Important to Us. Cutting Costs. Cutting Quality. Fabricating the Numbers. Restating Earnings. Timing Is Everything.
5. Six Harvard Classes.
The Class of '49. Procter & Gamble. Meet the Graduates. Class of 1950. Class of 1960. Class of 1970. Class of 1980. Class of 1990. Class of 2000. The Law of Limitations.
II. THE NEW ECONOMIC REALITY.
6. The Law of Limitations.
Performance Limitations. Even Your Own Hype Says You're Maxed. Few Categories, Fewer Consumers. The Law of Limitations. A Case Study in Growth: McDonald's Corporation. Growing the Corporation: The Six Market Forces. The Long-Term Business Consequences. Revenue Limitations. Productivity Limitations. Earnings Limitations. Innovation Saturation.
7. The Law of Innovation Saturation.
The Slowdown: Sign of Failure or Success? The Eternal Stairway. The Inverted V. The Law of Innovation Saturation. Every Successful Innovation Enjoys Two Major Trends. The Declining Rate of Growth Can Be Slowed, But Not Reversed. The Law Applied. Car and Truck Sales. The Airlines: September 11 Compounds the Problem. General Electric: Not Even Jack Could Break the Law. Even Technology Is on the Downside. Fastest Ride in History: Amazon.com. Corporate Progeria. Implications of Innovation Saturation. The Fading Business Cycle.
8. The Fading Business Cycle.
A Pattern of Short-Term Economic Development. The Climbing S Curve. Rate of Growth and the Age of the Revenue Stream. The Long-Wave Cycle. Discontinuous Innovations. The Discontinuous Innovation Cycle. 1. The First DI-Wave: The Railroad 1825-1975 (150 Years). 2. The Second DI-Wave: The Telephone 1875-2000 (125 Years). 3. The Third DI-Wave: The Automobile 1900-2000 (100 Years). 4. The Fourth DI-Wave: The Airplane 1925-2000 (75 Years). 5. The Fifth DI-Wave: Television 1950-2000 (50 Years). 6. The Sixth DI-Wave: The PC 1980-2015 (35 Years). 7. The Seventh DI-Wave: The WWW 1995-2020 (25 Years). The Eighth DI-Wave? Stay Tuned. Recovering at Lower Levels. Implications of a Fading Business Cycle. Dealing with a New Economic Reality.
9. The New Economic Reality.
Getting Hit by a Two-by-Four. Great Expectations. Unrealistic Expectations. Living the New Economic Reality. Turning Four Business Basics Inside Out. Managing Expectations. A Time of Renewal.
10. A Time of Renewal.
Too Many Options, Too Much Capacity. Why the Economy Lacks Energy. Help Wanted: CEO for the New Economic Reality. Seven Qualities of the New Economic Reality CEO. A Time of Renewal.
Index.
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