TOTAL ACCESS:GIVING CUSTOMERS WHAT THEY WANT IN AN ANYTIME,ANYWHERE WORLD
McKENNA,REGIS
TOTAL ACCESS:GIVING CUSTOMERS WHAT THEY WANT IN AN ANYTIME,ANYWHERE WORLD - BOSTON,MA(USA) HARVARD BUSINESS SCHOOL 2002 - xv,252
In this bold and visionary book,Author sets forth a new marketing paradigm in which machines and networks do most of the work. The obsessive emphasis on brand creation and customer manipulation gives way to a central focus on discovering individual customer preferences and integrating the people and tools to deliver them. The end goal - a networked marketing ecosystem aimed at providing a 'persistent presence' to customers anytime, anywhere.
1-57851-244-1
MANAGEMENT,MARKETING,CUSTOMER,INTERNET MARKETING,BRAND,NETWORKED SOCIETY
658.812/McK
TOTAL ACCESS:GIVING CUSTOMERS WHAT THEY WANT IN AN ANYTIME,ANYWHERE WORLD - BOSTON,MA(USA) HARVARD BUSINESS SCHOOL 2002 - xv,252
In this bold and visionary book,Author sets forth a new marketing paradigm in which machines and networks do most of the work. The obsessive emphasis on brand creation and customer manipulation gives way to a central focus on discovering individual customer preferences and integrating the people and tools to deliver them. The end goal - a networked marketing ecosystem aimed at providing a 'persistent presence' to customers anytime, anywhere.
1-57851-244-1
MANAGEMENT,MARKETING,CUSTOMER,INTERNET MARKETING,BRAND,NETWORKED SOCIETY
658.812/McK
