Total access : giving customers what they want in an anytime, anywhere world

By:

McKenna, Regis

Material type: Text

TextPublication details: Harvard Business School Press Boston, Mass., 2002Description: xv, 252 pages; 24 cmISBN:

9781578512447

Subject(s):

DDC classification:

658.812 MCK

Summary: "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."

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Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode
Books	Symbiosis Institute of Business Management - Hyderabad General	General Book	658.812 MCK (Browse shelf(Opens below))	Available		SIBMH-B-2684

"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."

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