Total access : giving customers what they want in an anytime, anywhere world / Regis McKenna.
"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 through...
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| Format: | Book |
| Language: | English |
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Boston, Mass. :
Harvard Business School Press,
[2002]
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| Subjects: |
| 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." "What does this displacement mean for the future of marketing and its role in today's increasingly networked organizations? Who will manage the all-important customer relationship - and how? In this new book, McKenna marshals over forty years of experience as a marketing innovator, investor, and industry visionary to explore an emerging - and essentially different - marketing paradigm."--Jacket. |
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| Physical Description: | xv, 252 pages ; 24 cm |
| Bibliography: | Includes bibliographical references (pages 227-236) and index. |
| ISBN: | 1578512441 9781578512447 |