Book Review on Marketing

Running head: MARKETING
Book review
Name of the student:
Name of the university:
Author note:

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MARKETING
1.
1. What did you think of the chapter?
The chapter enhances the awareness of the readers regarding the customer
relationship management (CRM). Markets act as a platform for the organizations in terms of
gaining effective solutions to lure the clients and the customers. These solutions are branded
under the parameters of Total Quality Management, Business Process Reengineering, Quality
management and others (Seddon 2005). The chapter is a productive one in terms of gaining
an insight into the arenas and parameters in which the systems thinkers’ thoughts and ideas
venture. Along with this, the chapter also provides a justification regarding ISO 9001 being a
bad theory regarding controlling the output.
Apart from this, excellence model is also assessed in terms of justifying the approach
towards executing the business operations. One of an important concepts, which the book
discusses is Investors in People (IiP). I think consideration of the Citizen’s Charter adds a
legal parameter to the chapter (Seddon 2005). Typical evidence of this lies in the Prime
Minister’s Big Idea. One of the other important aspects, which the chapter sheds light on, is
that of the balanced scorecard, which is crucial for measuring the performance. I think that
inclusion of the topic of knowledge management is apt in terms of making estimates for
future actions based on the exposed performance.
2. Do you recognise the kind of faddism Seddon mentions from your own experience?
Seddon presents faddism in terms of the capability of the marketers regarding the
delivery of performance according to the identified and specified targets. The notions
regarding fads possessing dramatic claims might be hypothetical in terms of exposing the
learnt skills. I agree with the facts produced by Seddon (2005) regarding managers possessing
the authority to assess whether the staffs possess adequate knowledge about the current

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MARKETING
business trends. Here, my affirmation reflects the simultaneous affirmation to Seddon’s views
on faddism. Countering this, self-reflection on faddism is directed towards criticism. This is
because fads fails in producing the correct response. I feel that they are more into activity
instead of concentrating into substance. With due consideration to the opinions of Seddon
(2005), I also think that fads display certain truths, however, they are surrounded by
criticisms regarding scarce substantial evidence.
I was unaware of these aspects before I read the article. Seddon says that fads, at some
stage of their life possess truth. However, the critics are confused whether to consider it as a
generalized content or it has some value in it. I also came to know that successive evaluations
are needed for conducting the programming methods and maintaining the sequence in it. This
reflects my failure towards recognising the faddism projected by Seddon. The major drive
behind this is the unfamiliarity with the aspect.
3. Why do fads happen?
Fads occur due to the doubts regarding the capability of the staffs to deliver
performance according to the requirements. This is based on estimation through predictions
of the results. In this process, the criteria considered is sound knowledge of the current
business strends adopted by the organization. Seddon (2005) is of the view that scarcity of
plausible and substantial truths in the claims of the fads compels the managers to undertake
theories for analysing the hypothetical parameter.
2.
What are the fundamental thoughts behind Lean Operations or Lean Management?
Lean method of operation is effective for reducing the generation of wastes. Using a
secured manufactured system is productive for preserving the productivity. This approach
acts as a threat, indicating problems for manufacturing quality goods and products. Lean