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The Idea of Marketing in the Total Access, Real-Time Marketplace
Produced
- 2005
Key Features
56-minute VHS or DVD video
Featuring: Regis McKenna, Chairman, McKenna Group
Marketing has typically been a broadcast activity: a limited, unidirectional casting-out of your message into the world. Thanks to the Internet and other interactive media, computers are now handling many marketing functions, gathering data as well as providing customer care. This data can provide invaluable feedback, rich with information that you can use to hone your brand and boost customer loyalty. In order to use this type of technology and data to your best advantage, Regis McKenna explains that you need to create an infrastructure that responds and innovates, and use it to establish a dialogue that gets and keeps customers. This expands the responsibilities of marketing to everyone in the enterprise, and makes the customer a partner in long-term value creation.
Regis McKenna is a well-known marketing consultant who advises high-tech, industrial, consumer, transportation, healthcare and financial firms in the United States, Japan, and Europe. He is the author of four books, including Total Access: Giving Customers What They Want in an Anytime, Anywhere World.
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