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Relationship Marketing: Successful Strategies for the Age of the Customer

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Overview


From the author of the bestselling The Regis Touch, a simple process for building the crucial relationships that help a company dominate—and own—the market in the Age of the Customer.

The bestselling author of The Regis Touch expands on his previous work to focus on building crucial relationships that help a company dominate--and own--the market in this age of the customer. Includes stories, insights, and advice to give readers an ...

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Overview


From the author of the bestselling The Regis Touch, a simple process for building the crucial relationships that help a company dominate—and own—the market in the Age of the Customer.

The bestselling author of The Regis Touch expands on his previous work to focus on building crucial relationships that help a company dominate--and own--the market in this age of the customer. Includes stories, insights, and advice to give readers an edge in today's fiercely competitive climate.

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Product Details

  • ISBN-13: 9780201622409
  • Publisher: Basic Books
  • Publication date: 5/28/1993
  • Edition description: REPRINT
  • Pages: 242
  • Lexile: 1070L (what's this?)
  • Product dimensions: 6.22 (w) x 9.30 (h) x 0.57 (d)

Meet the Author


Regis McKenna is the founder and chairman of Regis McKenna, Inc., an international marketing consulting firm headquartered in Palo Alto, California, He is also a general partner at Kleiner Perkins Caufield & Byers, a leading U.S. venture capital firm. He is an advisor to the Stanford Graduate School of Business and to the School of Government; a trustee at Santa Clara University; and a director for many private and public companies. He lectures extensively at universities and industry conferences worldwide.
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Sort by: Showing 1 Customer Reviews
  • Anonymous

    Posted December 18, 2006

    Useful insight into marketing tech goods

    Clearly, Regis McKenna has given a tremendous amount of thought to marketing technological products. He has a deep familiarity with the customer-focused concepts that drive his marketing theory. His book, written in the late 1970s and the early 1980s, presents his views on how sweeping changes in technology transformed traditional product-based marketing. McKenna weaves concepts associated with technology - such as product cycles, customized goods and strategic relationships - into his marketing theory without any lapses in logic. He buttresses his presentation with his actual experiences launching such new products as Apple Macintosh computers and Lotus 1-2-3 software. While somewhat dated, many of the lessons in this clear, readable classic remain applicable. We recommend this as core reading for any professional in technology and software marketing.

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