The IBM Way: Insights into the World's Most Successful Marketing Organization
By: Buck Rodgers
Length: 256 pages
Release date: Dec 31, 2001
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IBM is one of the greatest sales and marketing organizations ever assembled. Established over seventy years ago, it now employs 400,000 people and generates $50 billion a year in revenue. Yet it operates more like a cottage industry than a huge multinational organization.
How does IBM do it? That's what even the most successful companies want to know. Now Buck Rodgers, the man who has personified "the IBM way," describes for the first time the reasons behind its extraordinary achievements. He has not written a company history, or an exposé, or a book on management theory. He has written a book about everything that makes IBM IBM, as only an insider could.