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IBM Way: Insights into the World's Most Successful - Buck Rogers Reviews

The ETHICAL WAY
Oct 19, 2005 08:37 AM

The IBM WAY :


Buck Rogers , the man who used to run the '' SHOW ' at one of the biggest names in the corporate world - IBM has decoded the source of inputs that goes into the making of a IT GIANT and the book mainly deals with the heart of any industry - Marketing which is so loosely framed by more than 90 % of the companies today as to being to be able to make that ONE BIG EXTRA SALE.


Buck Rogers has fabulously explained that what keeps the industry growing and not just surviving is what the companies give to the customers after the actual sale is made... That is '' After Sales Service '' something that most of the companies today lack. He has stated that the only motto of every IBM employee is customer satisfaction and dealing with every inch of the customers querry. For this IBM specially deals with the employees and spends scores of hours and money in training the employees and making them understand that we are here to SERVE and profit is just a by - product. No short term gain will last and what lasts is only the impact that is left in the customers mind by way of the product and its quality and most importantly coupled with the guarantee of customer satisfaction with 24 / 7 helpline and support to its clients in any manner possible.


Thus, the book has dealt with in so many chapters the individual aspects which go about and make any company / organisation complete and ever lasting and the bes part being these techniques are simple and same for any business , whether it is at the roadside or the heart of any country's revenues as being the greatest and most '' PROFITABLE ' organisation for the country in general .


Thus a book into the INSIDE of IBM and what actually makes the IT giant survive , grow and keep pushing that CUSTOMER LOYALTY factor higher and higher through its service and sales which go hand in hand.


The product is manufactured not by the company to make the sale but to meet the customers demands and to be able to supply what the client requires. That is to say the sale survives only because of the wants and the wants exist only by the Customer. So treat them as you would expect others to treat you.


Be Well


TD


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World's Most Successful Marketing Organization:IBM
May 26, 2005 01:00 AM

Whenever we see the name IBM the first thing that comes to our mind that it is a huge IT company. We never think of it as a Marketing Organization. But ever thought what has led to the success of this billion dollar empire that is considered one of the leaders in its field? The answer is simple. Every employee & customer associated with IBM has played a role in its success, but when it comes to recognition of this success generally people forget appreciating the sales force that has led to this success. Lets face it, the salesperson is the source from which everything in business starts. No business today can survive without an efficient & intelligent sales force.This is precisely what Buck Rodgers, one time marketing president of IBM explains in his book The IBM way:Insights into World's Most Successful Marketing Organization.


This was the first book ever written about IBM by an IBM officer. The book was published in 1984.The IBM Way exposes the heart & soul of IBM: how it thinks & behaves behind closed doors, what goes into its decision making, what it deems important and how it stacks its priorities, why IBM's hundreds of thousands of employees never had a union & many othe major issues.It talks about everything that makes IBM IBM.


The book also explains what it means to be a customer-driven organization, how IBM's marketing & sales orientation permeates every aspect of its operation & how the IBM personality is shaped by the company's insatiable quest for excellence. The book also reveals the fact that IBM has till today been run like a small private organization. That is why the traits & characteristics that make IBM great can be emulated by any company of any size.


The various chapters in the book talk about the beliefs & leadership style at IBM. It also gives insight into how to build a superior marketing organization & also focuses on future oriented marketing. It also teaches us how important after sales services are which have the power to make or break an organization. It also talks about the work culture at IBM. The book also has excerpts from IBM's ''Business Conduct Guidelines'' given to its every employee.


The only drawback of the book is that it was written at a time when Globalization had not taken much heat. Also extensive competition did not exist. Hence issues like this are not covered. But still the book has a lot to teach about customer orientation to various marketing tactics used by IBM.


A good read for anyone wanting to follow a career in management. Check out what makes IBM todays Big Blue.


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