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Title: Meeting of the Minds
Author(s): Vincent P. Barabba Publisher: Harvard Business School Press, 1995 This book analyzes two traditional product development approaches, i.e. the “push” model, which uses the latest research developments to win markets; and the “pull” model, which consists primarily of responding to customer demand. After showing the limitations of each approach, the author proposes a third path that combines the advantages of both push and pull, and describes its impact on marketing organization functioning. Main subject [Marketing Organization] |
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[Manageris 39b — 06/96]
Further readings:
• ORGANIZATIONAL LEARNING II : THEORY, METHOD AND PRACTICE, Chris Argyris, Addison Wesley Publisching Company, 1996.
• THE FIFTH DISCIPLINE : THE ART PRACTICE OF THE LEARNING ORGANIZATION, Peter M. Senge, Doubleday, 1990.
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