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Book Review: The 6 Imperatives of Marketing: Lessons from the World's Best Companies


by Allan J. Magrath
This book is much more a book about manufacturing and cost-cutting than marketing. While some marketing principles are mentioned in the book, the 6 imperatives are given at the beginning of the book:
  • preservation of profit margins via improvements in quality
  • to be strongly innovative and understand the value added dimensions that count with customers
  • creation of durable distribution channel relationships
  • mastery of acquisitions, co-marketing and alliance venturing arrangements
  • globalization of products and services
  • emphasize, nurture and develop quality in all marketing practices.
and never covered again in any detail! The book goes on to spend the majority of the time talking about all manner of other business topics, mostly globalization, cost of production and methods of distribution.

Posted by Michael Huang on January 16, 2006 05:05 PM |

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