AN INTRODUCTION: Among common masses, IBM is known for its leadership in terms of computer technology. �THE IBM WAY� by Buck Rodgers, written in 1986, brings out a new face of IBM, in terms of sales, in terms of marketing and in terms of customer satisfaction. The book brings out the importance of sales driven approach and importance of customer satisfaction in the success of IBM. The book starts with description of basic values of IBM which has laid its success story for years. They are as follows: 1) Respect for each and every customer, employee and even the competitors. 2) Providing highest level of customer satisfaction 3) Excellence in delivering the job IBM AS SALES DRIVEN COMPANY: In IBM, each and every employee of IBM whether he is an engineer, accountant or customer care person, acts as a sales person for IBM by providing maximum satisfaction to the clients. Each and every employee of IBM is associated with customers in a smaller or bigger way, for example, an accountant while interacting with customer for billing information. IBM�s philosophy is to provide maxi....

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