| Document Type
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BL
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| Record Number
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1008116
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| Doc. No
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b762486
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| Main Entry
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McKenna, Regis.
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| Title & Author
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Total access : : giving customers what they want in an anytime, anywhere world /\ Regis McKenna.
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| Publication Statement
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Boston, Mass. :: Harvard Business School Press,, ©2002.
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| Page. NO
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xv, 252 pages ;; 24 cm
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| ISBN
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1578512441
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: 9781578512447
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| Bibliographies/Indexes
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Includes bibliographical references (pages 227-236) and index.
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| Contents
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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.
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| Abstract
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"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."
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"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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| Subject
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Consumer satisfaction.
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Customer relations.
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Customer services.
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Consommateurs-- Satisfaction.
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Relations avec la clientèle.
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Service à la clientèle.
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| Subject
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Consumer satisfaction.
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Customer relations.
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Customer services.
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Kundenmanagement
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Marketing
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Klantenwerving.
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| Subject
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Relatiemarketing.
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| Dewey Classification
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658.8/12
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| LC Classification
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HF5415.5.M3855 2002
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| NLM classification
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85.40bcl
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QP 600rvk
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