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Total access : giving customers what they want in an anytime, anywhere world / Regis Mckenna.
2002
B 75 MCK.T
Available at WIPO Library
Items
Details
Title
Total access : giving customers what they want in an anytime, anywhere world / Regis Mckenna.
Author
Mckenna, Regis, author.
Description
xv, 252 pages ; [28] cm
ISBN
1578512441
9781578512447 alk. paper
9781578512447 alk. paper
Alternate Call Number
B 75 MCK.T
Summary
"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."
Bibliography, etc. Note
Includes bibliographical references (pages 227-236) and index.
Formatted Contents Note
Introduction. 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.
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.
Series
Published
Boston, Ma : Harvard Business School Press, 2002.
Language
English
Record Appears in
all
Review
"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."