Tough Calls

For decades, before its 1984 breakup, AT&T, affectionately (and sometimes not so affectionately) known as “Ma Bell," dominated the corporate landscape—as much a symbol of American culture as the proverbial, very American, apple pie. Since 1984, this once venerable icon has run the gauntlet of troubles—fierce (and sometimes unfair) competition, economic turmoil, and fierce (and occasionally unfair) media scrutiny.

Tough Calls is the inside look at how AT&T has attempted to cope with this “perfect storm” of unprecedented challenges. With unflinching candor, Martin presents a well-documented account of the company’s strategies, battles, defeats, and victories, offering a trenchant analysis of what worked, what didn’t, and why.