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From Barnes & NobleThe Barnes & Noble Review
Technology is irrevocably changing the ways in which business is conducted, and yet marketers don't seem to be adapting to these new realities, claims Regis McKenna, the author of this groundbreaking book. While customers confront myriad products and services, marketers, according to McKenna, are bent on ineffectively retaining their old roles as promotional megaphones used to tout brands -- even as the word "brand" itself becomes meaningless through overuse. McKenna defiantly sketches the contours of this new world, pointing out that brand loyalty is eroding, that production now outpaces demand, that global competition is more intense, and that what customers now value now are such qualities as access, price, novelty, choice, and speed.
To succeed in this evolving environment -- and for marketing to stay relevant -- every member of a company must be a marketer, and marketers must become customer services "integrators and mediators." Instead of putting momentum into new ad campaigns and other traditional marketing imperatives, companies must embrace a strategy of "persistent presence." Marketing professionals will also have to create a more IT-centered organization, and McKenna offers numerous examples of success achieved by integrating a company's marketing and technology functions.
McKenna's decades of experience and his fluency in high-tech innovations make this an absorbing and persuasive read. His case studies of important companies in many sectors -- from Apple to Coca-Cola to Starbucks -- offer compelling instances of persistent presence yielding results. Total Access is ultimately a book about more than marketing: It's a must-read for any business professional who wants to be part of a customer-driven organization. (Holly McGuire)
Holly McGuire is a book editor and consultant based in Chicago, Illinois.