目录编者引言——瞧，这个人............................................................................1石滋宜序——蒙牛：“心”的经营.............................................................2郭振玺序——“金身”牛根生.....................................................................3作者序——“两只半眼睛”看蒙牛.............................................................4引论“蒙牛速度”——中国企业的一面旗帜..................................................7一、“草原旋风”......................................................................................7二、5年增长200倍...................................................................................8三、十项全能创“全国纪录”.....................................................................9四、牛氏定理：“0-1-∞”.......................................................................11五、飞船定律............................................................................................13第一编蒙牛现象..........................................................................................14序幕牛根生VS郑俊怀——两位巨人鲜为人知的内战...............................15一、狮子与羚羊的故事.......................................................................15二、从洗瓶工到副总裁.......................................................................16三、两个巨人的较量...........................................................................25四、弃“明”投“暗”.......................................................................42五、中国乳界最硬的几颗脑袋............................................................46六、郑债牛还.....................................................................................48七、“一分为二”与“一分为三”.....................................................48八、实践是最大的培训.......................................................................49九、雪中送炭.....................................................................................51第一章盘古开天——蒙牛创世“三板斧”................................................52一、炼金术之一：起名的哲学............................................................53二、炼金术之二：先建市场，后建工厂..............................................55三、炼金术之三：产品质量的好坏等于人格品行的好坏.....................65四、第一板斧：展翅鹏城，“蒙牛砖牛奶”六千里跃进.....................69五、第二板斧：问鼎北京，“蒙牛大冰砖”旗开得胜........................70六、第三板斧：逐鹿上海，“蒙牛枕牛奶”网上飞奔........................72第二章两龙斗法——牛犊在老虎脚下生存的秘密.....................................75一、借势升云：创内蒙古乳业第二品牌..............................................76二、避强示弱：蒙牛收奶“三不干”..................................................78三、统一战线：为内蒙古喝彩·中国乳都..........................................79四、鹤立鸡群：给我个理由选择你.....................................................82五、暗箭难防：遭遇假新闻诽谤.........................................................84六、赤身肉搏：营销4P的多重较量...................................................91七、风云突变：蒙牛会收购伊利吗？..................................................99八、和谐共荣：相逢一笑泯恩仇.......................................................100第三章猛牛狂奔——冠军之旅中的“三大战役...
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