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この年末年始は、ほぼ自宅にいて新著の翻訳をしていましたが、ほぼ一通り訳し終えました。

あとは、もう一回目を通したいですね。

　

最初は英語への翻訳自体がチャレンジでしたが、何とかここまで出来た、といった感じです。

あと１週間程度で、当ブログで限定公開できればと思っています。

問題は、出来上がった英語の品質ですね。

　

ちなみに、全50章の目次は下記のような感じです。

(変更記録: 2011/1/12 タイトル修正しました)

Title: The Art of Value Proposition

Subtitle: 50 Hits and Tips to Become The Only One for Your Customers With Customer Centric Thinking

Contents

Preface

14 Hits and Tips to Understand Market from Customer View Point

1. Customer Viewpoint and Business Viewpoint
2. Value Proposition Is The Start Point of Marketing
3. Why Your Value Proposition Does Not Work?
4. Focusing Niche Customer Needs Enables Leading Share
5. Do You Know Real Users Over Customers?
6. Customer Is Not God, But King That We Should Serve
7. Customers Need A Hole, Not A Drill
8. Misunderstanding of Customer Satisfaction
9. Customer Wants To Be Self-consistent
10. To Whom Should We Sell?
11. Market Analysis Does Not Create New Market
12. Do Not Trust Market Research Too Much
13. 1% Difference Has No Meaning
14. Objective Thinking and Subjective Thinking

11 Hints and Tips to Develop Marketing Strategy

15. What Is The Business Of Your Company?
16. Preventive Care Enlarged Dentists' Prospects 10 Times
17. Two Critical Factors For Innovator In Matured Market
18. Why Do We Need A Clear and Robust Strategy?
19. Vacuum Tube Research Never Brought Transistor
20. We Should Not Adhere To Beat Competitors
21. Illusion to Marketing Theory
22. Why Does A Strategy Become Pie-in-the-sky?
23. Positioning Exists in Customers' Hearts
24. Never Compete Against Market Leader On Price
25. How Do We Cross The Chasm To Diffuse New Products?

13 Hints and Tips to Execute Marketing Strategy

26. New Product Wins by Collecting Diffused Knowledge
27. We Keep Lossing If We Keep Doing What We Want
28. Cost Is A Fact; Price Is A Strategy
29. Think Price First, Then Consider How To Make It
30 Two Types of Forbidden Discounts
31. Why Customers Are Happy While It Is 40 Times Priced?
32. How Does Top Sales Behave?
33. What Is The Difference Between Sales And Marketing
34. Sales Evolve From Hunter To Farmer
35. Channel Strategy Should Deliver Value To Customers
36. "Cool Biz" Learned From "Energy Saving Look" Failure
37. Why Impressive Advertising Does Not Generate Sales?
38 Social Media Is Sympathetic Media

12 Hints and Tips to Validate and Enhance Marketing Strategy

39. Hypothesis Verification Evolves A Strategy
40. "Root Cause" and "Excuse"
41. A Summary of Current Actions Is Not Issue Analysis
42. The Source Of Evil Loop
43. Courage For Transformation
44. Stiff Shoulder Gives Hints Of Root Cause Analysis
45. What Prevents Fact-based Thinking
46. Deselecting Central Issues
47. Selling New Product Is A Hard Work
48. Why Did Your Customer Buy Your Product?
49. Misunderstanding About KPI
50. Story Relives and Stabilizes Issue Resolution Process

Reference

Acknowledgment

Index

About the Author

 

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