MARKETING AS WE KNOW IT is disappearing.
An edition of Total Access
(2002)
Total access
giving customers what they want in an anytime, anywhere world
by Regis McKenna
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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." "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."--BOOK JACKET.
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Previews available in: English
| Edition | Availability |
|---|---|
1
Total Access
March 29, 2002, Harvard Business School Press
Hardcover
in English
1578512441 9781578512447
|
zzzz
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2
Total access: giving customers what they want in an anytime, anywhere world
2002, Harvard Business School Press
in English
1578512441 9781578512447
|
aaaa
|
Book Details
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Includes bibliographical references (p. 227-236) and index
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| November 14, 2023 | Edited by MARC Bot | import existing book |
| January 13, 2019 | Edited by MARC Bot | import existing book |
| April 28, 2010 | Edited by Open Library Bot | Linked existing covers to the work. |
| February 5, 2010 | Edited by WorkBot | add more information to works |
| December 10, 2009 | Created by WorkBot | add works page |