000			01025nam a2200181Ia 4500
008			160121s9999 xx 000 0 und d
020			_a9781578512447
082			_a658.812 _bMCK
100			_aMcKenna, Regis
245			_aTotal access : giving customers what they want in an anytime, anywhere world
260			_bHarvard Business School Press _aBoston, Mass., _c2002
300			_axv, 252 pages; 24 cm.
520			_a"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."
650			_aCustomer services
650			_aCustomer relations
650			_aCustomer satisfaction
942			_2ddc _cB
999			_c565147 _d565147