Jack Lewis had it made. Or so he thought. A number of well-timed promotions at his Mid-west publishing firm, W.C. Green, Inc., had landed him comfortably in the role of marketing director of the educational book division. Unlike many of his colleagues, Jack tried to keep up with the latest changes in information technology.
He entered data into spreadsheets to create color graphs for budgets and expenses. His reports were created with professionally designed word-processing templates. The dark mahogany desk, the 180-degree view of the duck pond, and the $30,000 of computer hardware and software in his office were testament to his success. Then it happened. A competitor developed an information system that used advanced technology to deliver custom books to students on demand over the Internet. Caught without a competitive marketing strategy, W.C. Green saw sales drop dramati-cally. Driving home after losing his job, Jack still could not figure out what went wrong.
Part 1. Personal Productivity and Business Operations
Part 2. Business Integration
Part 3. Decisions and Models
Part 4. Designing and Managing