The 6 Imperatives of Marketing (Lessons from the World's Best Companies)

The 6 Imperatives of Marketing (Lessons from the World's Best Companies) Allan J. Magrath, AMACOM, American Management Association, New York, NY 10020, ISBN 0-8144-5042-3, 1992, 196 pp., $22.95

Within a few years following the publication of In Search of Excellence, by Thomas J. Peters and Robert H. Waterman Jr, author Magrath notes that two-thirds of the "excellent" companies included in the book had fallen from grace. I suspect this will be true of many of "the world's best companies" Magrath cites in this equally absorbing and thought-provoking analysis of the elements of excellence. But just as the principles in Peters and Waterman's work are still valid, Magrath's definition of the imperatives of marketing will survive the...