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Book Description

With more than 10 million iPods sold to date, an unprecedented 250 percent stock value increase in just one year, and a net income increase of 530 percent, Apple has skyrocketed to dizzying heights of success. But the ride has not always been smooth, and the company’s legendary cofounder, Steve Jobs, has seen it all. From its early unveiling of the unreliable, clunky $9,995 “Lisa” computer in 1983, to its recent staggeringly successful breakthrough product, the iPod, this company has not only reinvented itself many times over, but it also has revolutionized the entire computer industry. What are its secrets? Find out in The Apple Way.

In today’s fast-moving technology world, Apple has learned--often through hard-won wisdom--that you can’t do it by yourself, no matter how smart you are. Markets move quickly, technologies grow complex, and too many intelligent people invest too much time and money in innovation. The Apple Way reveals the secrets and management principles that keep Apple ahead of the curve--including innovative product development, cutting-edge marketing strategies, sleek design and packaging, and a high-performance corporate culture. You’ll discover how Apple combines consistency with continuity and follow-through, and balances vision with practicality.

Follow Apple’s example and learn how to:

* Make the customer king

* Make the product king

* Break the marketing mold

* Build the learning organization

Although Apple is a technology company, this is not a story for computer buffs, but rather a book for managers who want to learn valuable lessons from both Apple’s mistakes and triumphs--all of which have led to its continuing evolution and ultimate meteoric rise to success. Because, for Steve Jobs and the visionaries at Apple, finding the future isn’t enough--you also have to deliver it.

“We don’t underestimate people....Rather than making a far inferior product for a hundred dollars less, we gave the people the product that they want and that will serve them for years, even though it’s a little pricier. People are smart; they figure these things out.” --Steve Jobs

Reveals the master plan behind Apple’s revolutionary business model

The Apple Way divulges the secrets and management principles that keep Apple far ahead of the curve. Find out how to implement these and other winning strategies in your organization to trigger a technological and stylistic revolution of your own:

* Make the customer and the product king

* Balance manufacturing with delivery logistics

* Motivate and inspire people outside the company to do your marketing and public relations

* Invent new distribution channels

* Decide on your company image and stick to your guns

* Leapfrog the competition

* Learn from both successes and missteps

Book Dimension

length: (cm)23.1 　　　 　　　　　 　　　　　 width:(cm)15.7

杰弗瑞·库鲁圣（Jeffrey L.Cruikshank）波士顿KC顾问公司（the Cruikshank Company,Inc.）合伙人。1980年起担任《哈佛商学院学院》（Harvard Business School Bulletin）编辑，在教育界和企业界都有相当广泛的联系。库鲁圣的著作颇丰，曾为多家企业和机构编写历史研究著述，包括哈佛商学院，新英格兰电力公司、康明斯引擎公司，气象频道以及宝雕肉食制品公司等。