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Download I. B. M. Way: Insights into the World's Most Successful Marketing Organization epub

by Buck Rodgers

Written by an insider with 34 years of experience in the company this book gives the reasons behind IBM's achievements, describing why it operates more like a cottage industry than a multinational and is recognized in the business world for its unique management structure and organization.
Download I. B. M. Way: Insights into the World's Most Successful Marketing Organization epub
ISBN: 0006374360
ISBN13: 978-0006374367
Category: Business
Subcategory: Industries
Author: Buck Rodgers
Language: English
Publisher: Fontana Press; New edition edition (May 25, 1989)
Pages: 256 pages
ePUB size: 1140 kb
FB2 size: 1893 kb
Rating: 4.8
Votes: 611
Other Formats: doc lit lrf docx

This is obviously not on the best seller list - being nearly 30 years old and IBM having gone through a complete transformation in the years immediately after Buck left. That gives this very relevant book a bad rap. As the son of IBM'ers, and growing up in the IBM town of Endicott, NY, I had a chance to see the rise, fall and rebirth of this company first hand. While tames have changed, the principles espoused in this book did not lead to IBM's downfall. If anything, many of them, ingrained in the DNA of the company, allowed Louis Gerstner to leverage the foundational principles and get IBM to respond to a change in technology and environment that doomed companies like Unisys and Wang.

The principles of integrity, customer focus, respect and balance resonate as loudly today as they did 30+ years ago when Buck roamed the halls in Armonk. Still worth the read.
As an IBMer during the Buck Rodgers era, I really enjoyed the book and it brought such fond memories of the excellence of IBM during that time. Buck spoke at my first 100 per cent club. I was impressed and so motivated by his and other excellent leaders at the time.
The IBM Way

Francis G. “Buck” Rodgers was vice-president of marketing at IBM. After early retirement he served as a consultant. He is famous as a motivator or articulator of ideas, and as a public speaker. “Every employee has been trained to think the customer comes first.” This 1986 book has ten chapters, an Appendix, and an Index to its 235 pages. There are no pictures aside from the jacket photograph. [What do you think of the expression on his face?] The founder of IBM had three rules: 1) respect for the individual; 2) give the customer the best possible service; 3) excellence means superior performance in product and service. The book goes into more details.

Thomas J. Peters wrote the ‘Foreword’. The marketing people are the most important since their success creates the sale of products. Why don’t other businesses follow this rule? Have they lost sight of the basics (p.xii)? Perhaps these companies are controlled by the Finance Dept.? They know how to cut costs but not how to expand sales or build a better product. “If it works don’t ‘fool’ with it.” “If I want your opinion I’ll ask for it.” The ‘Introduction’ tells of Rodgers’ career (p.5) and the purpose of this book (p.6). The ten chapters have eighty sub-topics.
1) “A Business and Its Beliefs” (4).
2) “Leadership” (10).
3) “Creating a Totally Sales-Oriented Environment” (10).
4) “Building a Superior Marketing Organization” (13).
5) “Future-Oriented Marketing” (11).
6) “Solution-Minded Selling” (7).
7) “Being Responsive to the Customer” (6).
8) “Service, Service, Service ... and More Service” (7).
9) “Measurement and Compensation” (5).
10) “The Entrepreneurial Spirit” (7).

“Some Final Thoughts” is the last section. “Any company of any size could emulate IBM’s way.” The way isn’t expensive or exclusive. Its backed on being the very best. It also makes useful products. Rodgers says IBM incorporates honesty, intelligence, courage, strength, thoughtfulness and gentleness. He hopes this becomes the standard operating procedure for all businesses. The ‘Appendix’ contains excerpts from IBM’s “Business Conduct Guidelines”. It emphasizes the need for honest, ethical behavior. The laws must be obeyed (at a minimum). There are many examples here. [There were many changes at IBM since this book was written, it could use an update.]

The development and use of “personal computers” changed how businesses operated. Once two guys in a garage could produce a personal computer the economics changed. Low overhead created fierce competition for any business that needed salesmen to sell a product to customers when other businesses didn’t use salesmen. Yes, a mainframe computer had tremendous power over a PC, but the average computer user didn’t need all that power. Think of a bicycle compared to a more costly trolley. A personal bicycle allowed you to go where you wanted when you wanted, unlike a trolley that ran on tracks. It did new things like word processing, spreadsheets, databases, etc. Lower costs drove sales. Lifetime employment is a good thing, but the best laid plans of mice and men are no match for economic conditions or a very hungry cat.
...hardly relevant to today's IBM.

Simply put, it is no longer Tom Watson's IBM. So many of the things that once encouraged employee loyalty (a/k/a "bleeding blue") no longer exist.
THE IBM WAY is a book by Buck Rodgers, VP marketting of IBM. This is a must read book for all professionals, who want to enter into the field of marketting, human relations or other processes, as managers in future. It tell us the inside story about the building blocks which laid the firm foundation of the Big Blue, which is IBM, today, the world's one of the largest company. Buck Rodgers has poured all his experience with IBM in this book. The book describes the IBM's journey over so many years starting from the scratch and reaching at the top. Buck has quoted various incidences from his life in IBM, which educate a reader about the basic human relations principles. For marketting persons, it proves as a guide on crisis management.