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. Dominated by hype, and its functions increasingly automated by technology, marketing is losing control over its very reason for existing: to sustain customer relationships. The irony, says McKenna, is that even as technological advances are driving marketing into obscurity, technology is

Overview

Marketing as we know it is disappearing, declares industry legend Regis McKenna. Dominated by hype, and its functions increasingly automated by technology, marketing is losing control over its very reason for existing: to sustain customer relationships. The irony, says McKenna, is that even as technological advances are driving marketing into obscurity, technology is in fact marketing's only hope for regaining a prominent-even central-place in today's organizations.

In this bold and visionary book, McKenna sets forth a new marketing paradigm in which machines and networks do most of the work, from data gathering to customer response and care. The obsessive emphasis on brand creation and customer manipulation gives way to a central focus on discovering individual customer preferences and integrating the people and tools to deliver them. The end goal: a networked marketing architecture aimed at providing a "persistent presence" to customers anytime, anywhere.

To achieve this goal, marketers must become IT-centered systems integrators, with one foot in marketing and one foot in information systems, who engage the entire business in the process of change. And leaders must embrace a new mind-set in which marketing is viewed as an enterprise-wide responsibility.

Written by the renowned "father of high-tech marketing," this rousing manifesto will remake marketing and redefine success in our networked world.

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.