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Foreword - Pg. xi

xi Foreword As the business world matured and entered into the twenty first century, firms of all sizes and from a variety of industries closely analyzed the phenomenon of knowledge management and work. This has been materialized through the concerted efforts of company managers who use their minds and skills towards challenging the conventional wisdom about the way organizations should be run. Systems thinking has emerged as the convergence between sciences, as a fundamental way of interpreting nature and to manage the increasing complexity of the human intelligence. Systems thinking approach in man- agement is not new but certainly it has dimensions in marketing management as a tool supporting the managerial decision making process. It offers a powerful new perspective, a specialized language, and a set of tools that managers need to address the most complex decisions in managing marketing decision making related issues. Systems thinking is a way of understanding reality of a situation, failure of strat-