Thousands of books have been written to try to explain how to go about the business of marketing. Most of them describe in a very basic way how to use tools like advertising or promotions or trade shows to drive your business. This isn’t one of those books. What has been left out of the dialogue is that most marketers have been off on their own island for years, while the rest of the company (and the economy) has been transformed by the information revolution. We have been active participants in the creative destruction this information revolution has wrought through our client work over the past decade. It has transformed nearly every business discipline. We worked with the originators of reengineering, Michael Hammer and Jim Champy, to “fundamentally rethink and radically redesign business processes to achieve dramatic improvement” (Reengineering the Corporation, Harper Business, 1993). [download]
Format : Ebook.Pdf
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