Review by Choice Review
Attempting to focus an organization's resources in a systematic manner, Barabba presents a bible of information designed to steer organizations toward unity and link areas within an organization. This reviewer found particularly informative the author's overview of the marketing concept and how it needs to change to meet today's business environment, and the practical advice on how to put the marketing concept to work. Not surprisingly, the material is based on how organizations must learn to focus on the customer in a systematic manner. Additionally, marketing must be not only a function but also a "state of mind." Barabba concludes that an organization that develops the ability to listen, learn, and lead will achieve a meeting of minds by creating value for customers, community, and enterprise. This reviewer completely agrees with this stakeholder approach. It is very appropriate for the author to refer to great systems experts such as Russ Ackoff; however, the overreliance on quotes and references to previous management researchers creates a choppy text. Nevertheless, a very interesting and applicable theory. Recommended for undergraduate, graduate, and professional management or marketing collections. D. C. Kimball Elms College
Copyright American Library Association, used with permission.
Review by Booklist Review
Much management literature today focuses on organizational structure, arguing that problems can be solved and corporate performance improved if only companies will restructure. Barabba suggests, however, that information about and from the customer and how it is gathered, disseminated, and used are the key. He reiterates here what he and Gerald Zaltman made the case for in Hearing the Voice of the Market (1991) and what Barabba has discovered in creating a market-based decision network for General Motors as general manager of its Strategic Decision Center. He proposes that managers must "move from (looking at] marketing as a function to [having it] as a state of mind," and he lays out a strategy--and the tools--for doing so. --David Rouse
From Booklist, Copyright (c) American Library Association. Used with permission.
Review by Choice Review
Review by Booklist Review
