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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Table of Contents:
- 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.