| Record ID | marc_columbia/Columbia-extract-20221130-007.mrc:235363616:2357 |
| Source | marc_columbia |
| Download Link | /show-records/marc_columbia/Columbia-extract-20221130-007.mrc:235363616:2357?format=raw |
LEADER: 02357cam a22003498a 4500
001 3234023
005 20221020013430.0
008 011002s2002 mau 000 0 eng
015 $aGBA2-Z1192
020 $a1578512441
020 $a9781578512447
029 0 $aUKM$bbA2Z1192
035 $a(OCoLC)ocm48885220
035 $9AUK6490CU
035 $a(OCoLC)48885220
035 $a(NNC)3234023
035 $a3234023
040 $aUKM$cUKM$dOrLoB-B
050 4 $aHF5415.5$b.M3855 2002
082 04 $a658.8$221
100 1 $aMcKenna, Regis.$0http://id.loc.gov/authorities/names/n84162979
245 10 $aTotal access /$cRegis McKenna.
260 $aBoston, Mass. :$bHarvard Business School ;$aLondon :$bMcGraw-Hill,$c2002.
300 $a256 pages ;$c24 cm
336 $atext$btxt$2rdacontent
337 $aunmediated$bn$2rdamedia
505 00 $g1.$tIntroduction -- $g2.$tThe Three Stages of Marketing -- $g3.$tNew Technologies, A New Marketplace -- $g4.$tForget about Loyalty -- $g5.$tThe Transformation of Today's Consumer -- $g6.$tThe Customer Experience -- $g7.$tPutting It All Together -- $g8.$tTotal Global Access -- $g9.$tManaging It All -- $g10.$tThe Magic Touch.
520 1 $a"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 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."--BOOK JACKET.
650 0 $aMarketing.$0http://id.loc.gov/authorities/subjects/sh85081333
650 0 $aConsumer satisfaction.$0http://id.loc.gov/authorities/subjects/sh85031490
650 0 $aCustomer relations.$0http://id.loc.gov/authorities/subjects/sh85034963
852 00 $boff,bus$hHF5415.5$i.M3855 2002