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 bold 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. In this unconventional model, says McKenna, computers and the network do most of the work, from data gathering to customer care and response. The marketing function disappears into a network of relationships and responsibilities between man and machine throughout the value chain. Total consumer access to-and interaction with-the marketplace replaces the archaic broadcast model. For marketers, the end goal changes from creating brand awareness to satisfying customers. And brand itself becomes a "persistent presence" which sustains the customer dialogue however and whenever the customer chooses. McKenna argues that marketers must shed their marginal role as image creators and take on the brave new role of managing this new infrastructure. They must learn to operate with one foot in marketing and one foot in information systems-integrating the people and technological tools necessary to deliver value and novelty to every customer anytime, all the time. Competitive advantage will come from engaging the entire business in this total access network-making marketing a mission-critical, enterprise-wide responsibility. A rousing manifesto by a renowned pioneer of high-tech marketing, Total Access will remake marketing and redefine success in our networked world. AUTHORBIO: Regis McKenna is Chairman of The McKenna Group in Palo Alto, California. He has worked with more than 300 start-ups, including Apple and Intel, and is the bestselling author of Real Time (HBS Press, 1997).
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"All of us at Starbucks are responsible for our brand because everything we do adds up to satisfying our customers. McKenna's book represents a key perspective on this fundamental precept of customer-centered marketing and on what it takes to sustain customer loyalty in a world of overwhelming choice."
-Howard Schultz, Chairman, Starbucks Coffee Company
"In Total Access, Regis McKenna makes a compelling argument that marketing is vanishing; vanishing into a network of relationships and responsibilities so powerful as to redefine, if not eliminate, the traditional role of the marketer. If you practice marketing, or manage those who do, this book is a necessity on your 'must read' list."
-Peter Sealey, Ph.D., former Head of Global Marketing, The Coca-Cola Company, and Adjunct Professor of Marketing, Haas School of Business at the University of California, Berkeley
"Based on a lifetime of unique experiences in both the technology and marketing fields, Regis McKenna provides a unique and prescient analysis of the new, networked society and its profound implications for future business success."
-Frederick W. Smith, Chairman and CEO, FedEx CorporationAbout the Author:
Regis McKenna is Chairman of The McKenna Group in Palo Alto, California. He has worked with more than 300 start-ups, including Apple and Intel, and is the bestselling author of Real Time. (HBS Press, 1997).
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Book Description Harvard Business Review Press, 2002. Hardcover. Book Condition: New. Bookseller Inventory # DADAX1578512441
Book Description Harvard Business Review Press, 2002. Hardcover. Book Condition: New. Never used!. Bookseller Inventory # P111578512441
Book Description Harvard Business Review Press, 2002. Hardcover. Book Condition: New. Bookseller Inventory # DBBK1578512441
Book Description Harvard Business Review Press. Hardcover. Book Condition: New. 1578512441 New Condition. Bookseller Inventory # NEW7.0683564