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000012800 008__ 020425s2002\\\\mau\\\\\rb\\\u001\0\eng\d
000012800 020__ $$a1578512441
000012800 020__ $$z9781578512447$$qalk. paper
000012800 035__ $$a(wipo)(CD )02-0330
000012800 035__ $$a(OCoLC)1160936724
000012800 040__ $$aSzGeWIPO$$beng$$erda$$cSzGeWIPO$$dCaBNVSL
000012800 050_4 $$aHF5415.5$$b.M3855 2002
000012800 08204 $$a658.812$$221
000012800 084__ $$aB 75 MCK.T
000012800 090__ $$c13373$$d13373
000012800 1001_ $$aMckenna, Regis,$$eauthor.
000012800 24510 $$aTotal access :$$bgiving customers what they want in an anytime, anywhere world /$$cRegis Mckenna.
000012800 264_1 $$aBoston, Ma :$$bHarvard Business School Press,$$c2002.
000012800 300__ $$axv, 252 pages ;$$c[28] cm
000012800 336__ $$atext$$btxt$$2rdacontent
000012800 337__ $$aunmediated$$bn$$2rdamedia
000012800 338__ $$avolume$$bnc$$2rdacarrier
000012800 504__ $$aIncludes bibliographical references (pages 227-236) and index.
000012800 5050_ $$aIntroduction. The idea of marketing -- The three stages of marketing. Reach, push and access -- New technologies, a new marketplace. The laws -- Forget about loyalty. problems with branding -- The transformation of today's consumer. Preferences -- The customer experience. Persistent presence -- Putting it all together. The marketing architecture -- Total global access. Act globally and connect locally -- Managing it all. Roles and responsibilities -- The magic touch. Corporate creativity.
000012800 5201_ $$a"Marketing as we know it is disappearing, declares industry legend Regis McKenna. As marketers focus on advertising and promotion, the chief information officer is automating their core functions. As they obsess over brand, the chief strategy officer is dispersing their responsibilities throughout the organization. And as they squabble over whether marketing is an art or a science, McKenna argues that they're completely overlooking what marketing has become: a technology."
000012800 650_0 $$aCustomer services.
000012800 650_0 $$aMarketing.
000012800 650_0 $$aCustomer relations.
000012800 650_0 $$aSatisfacción del consumidor.
000012800 650_0 $$aRelaciones con los clientes.
000012800 650_0 $$aConsumer satisfaction.
000012800 650_0 $$aServicio al cliente.
000012800 650_4 $$aCUSTOMER SERVICE, RELATIONSHIPS, LOYALTY
000012800 650_4 $$aCORPORATE CREATIVITY
000012800 650_4 $$aMARKETING
000012800 650_4 $$aBRANDS
000012800 650_4 $$aCOMPETITIVENESS
000012800 650_4 $$aINNOVATION
000012800 650_6 $$aConsommateurs$$xSatisfaction.
000012800 650_6 $$aService à la clientèle.
000012800 650_6 $$aRelations avec la clientèle.
000012800 903__ $$v1
000012800 942__ $$cMON
000012800 952__ $$w2006-11-03$$p2002-0330$$r18.89$$u13972$$bMAIN$$10$$kB 75 MCK.T$$v2002-04-25$$zJones, Lucinda$$70
000012800 980__ $$aBIB
000012800 999__ $$c13373$$d13373