MARC record from Internet Archive

LEADER: 03840cam 22006974a 4500
001 ocm48223269
003 OCoLC
005 20181105175736.0
008 011002s2002 mau b 001 0 eng
010 $a 2001051536
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015 $aGBA227028$2bnb
019 $a1022677976
020 $a1578512441$q(alk. paper)
020 $a9781578512447$q(alk. paper)
035 $a(OCoLC)48223269$z(OCoLC)1022677976
042 $apcc
050 00 $aHF5415.5$b.M3855 2002
082 00 $a658.8/12$221
084 $a85.40$2bcl
084 $aQP 600$2rvk
100 1 $aMcKenna, Regis.
245 10 $aTotal access :$bgiving customers what they want in an anytime, anywhere world /$cRegis McKenna.
260 $aBoston, Mass. :$bHarvard Business School Press,$c℗♭2002.
300 $axv, 252 pages ;$c24 cm
336 $atext$btxt$2rdacontent
337 $aunmediated$bn$2rdamedia
338 $avolume$bnc$2rdacarrier
504 $aIncludes bibliographical references (pages 227-236) and index.
505 0 $aIntroduction. 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.
520 1 $a"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."
520 8 $a"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.
650 0 $aCustomer services.
650 0 $aCustomer relations.
650 0 $aConsumer satisfaction.
650 6 $aService a la cliente le.
650 6 $aRelations avec la cliente le.
650 6 $aConsommateurs$xSatisfaction.
650 7 $aConsumer satisfaction.$2fast$0(OCoLC)fst00876403
650 7 $aCustomer relations.$2fast$0(OCoLC)fst00885533
650 7 $aCustomer services.$2fast$0(OCoLC)fst00885545
650 17 $aRelatiemarketing.$2gtt
650 17 $aKlantenwerving.$2gtt
650 7 $aKundenmanagement$2gnd
650 7 $aMarketing$2gnd
650 4 $aConsommateurs$xSatisfaction.
650 4 $aRelations avec la cliente le.
650 4 $aService a la cliente le.
938 $aBaker & Taylor$bBKTY$c27.50$d20.63$i1578512441$n0003641383$sactive
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938 $aBaker and Taylor$bBTCP$n2001051536
938 $aIngram$bINGR$n9781578512447
938 $aYBP Library Services$bYANK$n1765486
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029 1 $aIG#$b9781578512447
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994 $aZ0$bP4A
948 $hNO HOLDINGS IN P4A - 648 OTHER HOLDINGS