"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.
"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."