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Peter's & Waterman write of marketing but never refer to the marketing concept. However, is the philosophy of the marketing concept crucial to the theme of the book? Or, is the marketing concept compromised by the authors' interest in a product orientation.
The marketing concept's ultimate goal in essence is to satisfy an organisation's clientele, while at the same time enabling the company to survive and prosper. It stresses consumer-orientation in all facets of a company's operation. It also emphasises adoption of a cross-functional perspective so that everyone within the organisation can have some impact on the organisation's success in both the profitability and at the consumer level. (Zikmund / D'Amico 2002)
Peters and Waterman's In Search of Excellence: lessons from America's Best Run Companies does adhere to the marketing concept albeit not directly. They strongly support the idea that an organisation is only as good as the people who work within that organisation.......
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Title: In Search Of Excellence: Critique
Approximate Word Count: 1245
Approximate Pages: 5 (250 words per double-spaced page)
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In Search Of Excellence: Critique
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