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Managing marketing information
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Book Reotews
management. For example, the findings suggest " t h e post development gap as the major U.K. problem, rather than the absence of innovation": "innovation alone is more likely to exacerbate rather than diminish the problems"; and Bergen. quoting Fores [2] explains the meaning and importance of the German word "Technik'" - for which "there is no equivalent idea in English". He commends "good, non innovative design" as "a necessary condition for the successful exploitation of innovation". He reviews critically and constructively, in the light of his evidence and analysis, the various published prescriptions for U.K. engineering. He advocates a new structure for engineering education, building not only on the German but the Japanese experience: the German Ing Grad "has been universally accepted as a sound, practical engineer. What emerges ... is his unique fitness for the role of project leader." The emphasis on greater technical qualification at top management level in Germany is also important. In summary, I find this a clear, condensed and valuable book, essential reading for any aspiring engineer, R & D manager, or chief executive in manufacturing. My only reservation is how far its analyses and prescriptions can be extrapolated outside engineering to time periods (the 1980s?) and industries (information technology, biotechnology) characterised by more rapid competitive technological innovation than the engineering industry in the 1960s and "70s. Surprisingly, Bergen also omits any reference to the "learning curve" or "experience curve" - a pity, since I would argue [3] that. properly interpreted, it strongly corroborates some of his most surprising results.
Mark CANTLEY Commission of the European Communities Brussels, Belgium References [1] Hofstede, G.H., Culture's Consequences: International Differences in Work- Related Values, Sage. Beverley Hills, 1980. [2] Fores. M., Sorge, A. and Lawrence, P.A.. "Why Germany produces better", Management To-Day (Nov. 1978). [3] Cantley, M. and Sahal, D., "Who learns what? A conceptual description of capability and learning in technological systems". Research Report 80-42 of the International institute for Applied Systems Analysis, A-2361 Laxenburg, Austria, 1980.
Nigel PIERCY and Martin EVANS
Managing Marketing Information Croom Helm, London, 1983, 223 pages The book is divided into three parts. An attempt to establish the legitimacy of the marketing information systems (MK1S) concept is made in the first 42 pages. This is followed by 136 pages devoted to the role and use of the major types of marketing information source. Finally, there are 177 pages on the design and development of the systems. The objective is laudable but many people will find the book too superficial. For example, 39 pages are wasted on elementary market research. This is followed by a 19 page chapter entitled Market and Marketing Models, which is calculated to make an operational researcher's hackles rise. Less than 2 pages are devoted to Management Science Models, characterised by "Another optimising technique is linear programming which has been applied to areas like distribution scheduling, media selection and optimising the marketing mix". Alluding to topics without critically evaluating their usefulness is a misguided feature, which could lead many readers astray. On the positive side, many quotations and references are given for those with the time and motivation to pursue ideas. The examples of companies and marketing agencies are virtually all British, which might diminish the book's value throughout continental Europe.
A. MERCER University of Lancaster Lancaster, United Kingdom
Normand T H E R I E N (Ed.)
Simulating the Environmental Impact of a Large Hydroelectric Project Volume 9, Number 2 in: Simulation Proceedings Series, Simulation Councils, La Jolla, 1981, xiv + 118 pages This volume presents an assembly of mathematical models for environmental impact assessment through simulation. The models are related to the real environmental problems, illustrating in
Book Reotews
management. For example, the findings suggest " t h e post development gap as the major U.K. problem, rather than the absence of innovation": "innovation alone is more likely to exacerbate rather than diminish the problems"; and Bergen. quoting Fores [2] explains the meaning and importance of the German word "Technik'" - for which "there is no equivalent idea in English". He commends "good, non innovative design" as "a necessary condition for the successful exploitation of innovation". He reviews critically and constructively, in the light of his evidence and analysis, the various published prescriptions for U.K. engineering. He advocates a new structure for engineering education, building not only on the German but the Japanese experience: the German Ing Grad "has been universally accepted as a sound, practical engineer. What emerges ... is his unique fitness for the role of project leader." The emphasis on greater technical qualification at top management level in Germany is also important. In summary, I find this a clear, condensed and valuable book, essential reading for any aspiring engineer, R & D manager, or chief executive in manufacturing. My only reservation is how far its analyses and prescriptions can be extrapolated outside engineering to time periods (the 1980s?) and industries (information technology, biotechnology) characterised by more rapid competitive technological innovation than the engineering industry in the 1960s and "70s. Surprisingly, Bergen also omits any reference to the "learning curve" or "experience curve" - a pity, since I would argue [3] that. properly interpreted, it strongly corroborates some of his most surprising results.
Mark CANTLEY Commission of the European Communities Brussels, Belgium References [1] Hofstede, G.H., Culture's Consequences: International Differences in Work- Related Values, Sage. Beverley Hills, 1980. [2] Fores. M., Sorge, A. and Lawrence, P.A.. "Why Germany produces better", Management To-Day (Nov. 1978). [3] Cantley, M. and Sahal, D., "Who learns what? A conceptual description of capability and learning in technological systems". Research Report 80-42 of the International institute for Applied Systems Analysis, A-2361 Laxenburg, Austria, 1980.
Nigel PIERCY and Martin EVANS
Managing Marketing Information Croom Helm, London, 1983, 223 pages The book is divided into three parts. An attempt to establish the legitimacy of the marketing information systems (MK1S) concept is made in the first 42 pages. This is followed by 136 pages devoted to the role and use of the major types of marketing information source. Finally, there are 177 pages on the design and development of the systems. The objective is laudable but many people will find the book too superficial. For example, 39 pages are wasted on elementary market research. This is followed by a 19 page chapter entitled Market and Marketing Models, which is calculated to make an operational researcher's hackles rise. Less than 2 pages are devoted to Management Science Models, characterised by "Another optimising technique is linear programming which has been applied to areas like distribution scheduling, media selection and optimising the marketing mix". Alluding to topics without critically evaluating their usefulness is a misguided feature, which could lead many readers astray. On the positive side, many quotations and references are given for those with the time and motivation to pursue ideas. The examples of companies and marketing agencies are virtually all British, which might diminish the book's value throughout continental Europe.
A. MERCER University of Lancaster Lancaster, United Kingdom
Normand T H E R I E N (Ed.)
Simulating the Environmental Impact of a Large Hydroelectric Project Volume 9, Number 2 in: Simulation Proceedings Series, Simulation Councils, La Jolla, 1981, xiv + 118 pages This volume presents an assembly of mathematical models for environmental impact assessment through simulation. The models are related to the real environmental problems, illustrating in