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giving customers what they want in an anytime, anywhere world
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Author
Publication
2002 - Harvard Business School Press, Boston, Mass, Massachusetts
Language
English
Word Count
63,000 words, Guess
Page Count
252 pages
Identifiers
- Open LibraryOL17044485M
- ISBN-101578512441
- OCLC Control Number48223269
- OCLC Control Number48885220
- OCLC Control Numberunset0000unse_f3m1
and 3 more
- Library of Congress Control Number2001051536
- LibraryThing568167
- Goodreads1905611
Classifications
- LCCHF5415.5 .M3855 2002
Description
"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.
First Sentence
MARKETING AS WE KNOW IT is disappearing.
Subjects
Other Editions
- Total access: giving customers what they want in an anytime, anywhere world
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