Total Access

Total Access

5.0 1
by Regis McKenna
     
 

ISBN-10: 1578512441

ISBN-13: 9781578512447

Pub. Date: 03/28/2002

Publisher: Harvard Business Review Press

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…  See more details below

Overview

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.

What does this displacement mean for the future of marketing and its role in today's increasingly networked organizations? Who will manage the all-important customer relationship - and how? In this new book, McKenna marshals over forty years of experience as a marketing innovator, investor, and industry visionary to explore an emerging - and essentially different - marketing paradigm.

Product Details

ISBN-13:
9781578512447
Publisher:
Harvard Business Review Press
Publication date:
03/28/2002
Edition description:
New Edition
Pages:
252
Product dimensions:
6.44(w) x 9.48(h) x 1.03(d)

Table of Contents

Contents Preface and Acknowledgments
1: Introduction: The Idea of Marketing
2: The Three Stages of Marketing: Reach, Push, and Access
3: New Technologies, A New Marketplace: The Laws
4: Forget about Loyalty: Problems with Branding
5: The Transformation of Today's Consumer: Preferences
6: The Customer Experience: Persistent Presence
7: Putting It All Together: The Marketing Architecture
8: Total Global Access: Act Globally but Connect Locally
9: Managing It All: Roles and Responsibilities
10: The Magic Touch: Corporate Creativity
Notes
Index
About the Author

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Total Access 5 out of 5 based on 0 ratings. 1 reviews.
Guest More than 1 year ago
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.