The IBM Way

Insights into the World's Most Successful Marketing Organization

By: Buck Rodgers, Robert L. Shook, Thomas J. Peters (Foreword by)

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eBook | 21 May 2024

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An "inside look at a major player in the saga of American enterprise" and its legendarily successful corporate culture (Publishers Weekly).

IBM is one of the greatest sales and marketing organizations ever assembled. Established over a century ago, it now employs more than a quarter million people and generates $60 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. In this book, Buck Rodgers, a retired executive who personified "the IBM way," describes for the first time the reasons behind its extraordinary achievements. He has not written a company history, or an expose, or a book on management theory. He has written a book about everything that makes IBM IBM, as only an insider could.