Total Access: Giving Customers What They Want in an Anytime, Anywhere World - Hardcover

Mckenna, Regis

Hardcover

ISBN 10: 1578512441 ISBN 13: 9781578512447

Publisher: Harvard Business School Press, 2002

Synopsis

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 bold 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.

In this unconventional model, says McKenna, computers and the network do most of the work, from data gathering to customer care and response. The marketing function disappears into a network of relationships and responsibilities between man and machine throughout the value chain. Total consumer access to-and interaction with-the marketplace replaces the archaic broadcast model. For marketers, the end goal changes from creating brand awareness to satisfying customers. And brand itself becomes a "persistent presence" which sustains the customer dialogue however and whenever the customer chooses.

McKenna argues that marketers must shed their marginal role as image creators and take on the brave new role of managing this new infrastructure. They must learn to operate with one foot in marketing and one foot in information systems-integrating the people and technological tools necessary to deliver value and novelty to every customer anytime, all the time. Competitive advantage will come from engaging the entire business in this total access network-making marketing a mission-critical, enterprise-wide responsibility.

A rousing manifesto by a renowned pioneer of high-tech marketing, Total Access will remake marketing and redefine success in our networked world.

AUTHORBIO: Regis McKenna is Chairman of The McKenna Group in Palo Alto, California. He has worked with more than 300 start-ups, including Apple and Intel, and is the bestselling author of Real Time (HBS Press, 1997).

About this title

Product Description:

Rare book

From the Publisher:

 Showcases and critiques some very new, exciting phenomena in the marketing world, toppling many of our traditional views of marketing and proposing new ways of framing and implementing marketing strategy.  Presenting provocative and revolutionary ideas in energetic prose, this is a manifesto for marketers from the visionary who has written the rules of high-tech marketing.  Reveals how readers can achieve persistent presence effectively by being everywhere all the time with the consumer.  Suggests that given today's technological changes, marketers can involve themselves directly in planning and realizing their companies' success.  Argues that companies must absorb consumer behavior and respond to each customer's active, individual request and not "mass-message" whole markets or segments.  Provides the big picture of brands and marketing strategy in a networked economy while also providing specific examples and ideas from companies like Starbucks that are testing the boundaries of time and space. ● Stimulates thinking about how real time affects businesses and markets without offering a prescriptive list of "ten things to do to save your company." --very much a think piece rather than prescriptive. ● A quick, accessible read, this book is full of ideas for participating in this new marketing renaissance.

About this edition

• Publisher: Harvard Business School Press
• Publication date: 2002
• ISBN 10: 1578512441
• ISBN 13: 9781578512447
• Binding: Hardcover
• Number of pages: 272