Total access - Info and Reading Options
giving customers what they want in an anytime, anywhere world
By Regis McKenna
"Total access" was published by Harvard Business School Press in 2002 - Boston, Mass, it has 252 pages and the language of the book is English.
“Total access” Metadata:
- Title: Total access
- Author: Regis McKenna
- Language: English
- Number of Pages: 252
- Publisher: Harvard Business School Press
- Publish Date: 2002
- Publish Location: Boston, Mass
“Total access” Subjects and Themes:
- Subjects: ➤ Customer services - Customer relations - Consumer satisfaction - Kundenmanagement - Relations avec la clientèle - Consommateurs - Satisfaction - Service à la clientèle - Marketing - Relatiemarketing - Klantenwerving
Edition Specifications:
- Pagination: xv, 252 p. ;
Edition Identifiers:
- The Open Library ID: OL17044485M - OL2653859W
- Online Computer Library Center (OCLC) ID: 48223269 - 48885220
- Library of Congress Control Number (LCCN): 2001051536
- ISBN-10: 1578512441
- All ISBNs: 1578512441
AI-generated Review of “Total access”:
Snippets and Summary:
MARKETING AS WE KNOW IT is disappearing.
"Total access" Description:
The Open Library:
"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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