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, Mass., Harvard Business School Press 2002 - xv, 252 pages; 24 cm.
"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."
9781578512447
Customer services
Customer relations
Customer satisfaction
658.812 / MCK
Total access : giving customers what they want in an anytime, anywhere world - Boston, Mass., Harvard Business School Press 2002 - xv, 252 pages; 24 cm.
"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."
9781578512447
Customer services
Customer relations
Customer satisfaction
658.812 / MCK
