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Posted February 20, 2002
Great read; the new marketing bible
I've read a lot of books in my ten years in high tech marketing, and this one has become one of my favorites already. Because it views marketing as a required core competency of the entire executive team, its a great read for the entire E-staff -- not just for VPs of marketing and CMOs. I really liked this new definition of marketing: 'Marketing is an integrated architecture that enables the continuous process of organizational learning, whereby the enterprise gains knowledge by continuously interacting with customers and the market place to learn, adapt, and respond creatively and competitively.' Total Access presents some interesting ideas about how today's marketeers should approach their work. Their long-held beliefs in the mystery and art of branding need to be replaced with a deep knowledge of technology, logistics, distribution, and operations. Those of us in marketing will be forced to understand issues we've been able to avoid in the past. On the flip side, executives from other departments will have to embrace and better understand marketing. No more working in a marketing silo.Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.