Total Access: Giving Customers what They Want in an Anytime, Anywhere World
Harvard Business School Press, 2002 - 252 páginas
In this bold and visionary book, McKenna sets forth a new marketing paradigm in which machines and networks do most of the work. 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 ecosystem aimed at providing a 'persistent presence' to customers anytime, anywhere. To achieve this goal, marketers must become IT-centered systems integrators who engage the entire business in the process of change. And leaders must embrace a new mind-set in which marketing is everything - and everyone's responsibility. Written by the renowned 'father of high-tech marketing,' this rousing manifesto will remake marketing and redefine success in our networked world.
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