عنوان
پدید آورنده
موضوع
رده
HF5415.5 .M3855 2002eb
HF5415
.
5
.
M3855
2002eb
کتابخانه
محل استقرار
INTERNATIONAL STANDARD BOOK NUMBER
(Number (ISBN
0585440832
(Number (ISBN
9780585440835
NATIONAL BIBLIOGRAPHY NUMBER
Number
b725624
TITLE AND STATEMENT OF RESPONSIBILITY
Title Proper
Total access :
General Material Designation
[Book]
Other Title Information
giving customers what they want in an anytime, anywhere world /
First Statement of Responsibility
Regis McKenna.
.PUBLICATION, DISTRIBUTION, ETC
Place of Publication, Distribution, etc.
Boston, Mass. :
Name of Publisher, Distributor, etc.
Harvard Business School Press,
Date of Publication, Distribution, etc.
©2002.
PHYSICAL DESCRIPTION
Specific Material Designation and Extent of Item
1 online resource (xv, 252 pages)
INTERNAL BIBLIOGRAPHIES/INDEXES NOTE
Text of Note
Includes bibliographical references (pages 227-236) and index.
CONTENTS NOTE
Text of Note
Introduction. The idea of marketing -- The three stages of marketing. Reach, push and access -- New technologies, a new marketplace. The laws -- Forget about loyalty. problems with branding -- The transformation of today's consumer. Preferences -- The customer experience. Persistent presence -- Putting it all together. The marketing architecture -- Total global access. Act globally and connect locally -- Managing it all. Roles and responsibilities -- The magic touch. Corporate creativity.
0
SUMMARY OR ABSTRACT
Text of Note
"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."
Text of Note
"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."--Jacket.
OTHER EDITION IN ANOTHER MEDIUM
Title
Total access.
International Standard Book Number
1578512441
TOPICAL NAME USED AS SUBJECT
Consumer satisfaction.
Customer relations.
Customer services.
Consommateurs-- Satisfaction.
Relations avec la clientèle.
Service à la clientèle.
BUSINESS & ECONOMICS-- Customer Relations.
Consumer satisfaction.
Customer relations.
Customer services.
Klantenwerving.
Kundenmanagement
Marketing
Relatiemarketing.
(SUBJECT CATEGORY (Provisional
BUS-- 018000
DEWEY DECIMAL CLASSIFICATION
Number
658
.
8/12
Edition
21
LIBRARY OF CONGRESS CLASSIFICATION
Class number
HF5415
.
5
Book number
.
M3855
2002eb
OTHER CLASS NUMBERS
Class number
85
.
40
Class number
QP
600
System Code
bcl
System Code
rvk
PERSONAL NAME - PRIMARY RESPONSIBILITY
McKenna, Regis.
ORIGINATING SOURCE
Date of Transaction
20201213155004.0
Cataloguing Rules (Descriptive Conventions))
pn
ELECTRONIC LOCATION AND ACCESS
Electronic name
مطالعه متن کتاب [Book]
Y
