Relationship Marketing: Successful Strategies For The Age Of The Customer
|Rating||:||4.82 (591 Votes)|
|Number of Pages||:||256 Pages|
Today, he writes, the focus is on direct consumer contact and personal relations with the business "infrastructure"--media, suppliers, analysts, etc.--whose feedback will influence product development and marketing strategy. and IBM, a battle recently ended when the two signed agreements to work together on research, development and marketing. Copyright 1991 Reed Business Information, Inc. McKenna traces the rise and occasional fall of many start-up companies in the turbulent, proliferating computer and software industry, including the competition between Apple Inc. From Publishers Weekly In this spirited recap of the 1980s, marketing consultant McKenna ( The Regis Touch ) elaborates on
From the author of the bestselling The Regis Touch, a simple process for building the crucial relationships that help a company dominate—and own—the market in the Age of the Customer.
A Better Way of Marketing Madeline Regis McKenna the author of “Relationship Marketing” provides concepts for marketers for the always-changing market environment. His area of focus is for people in the technology industry, however several of the chapter concepts speak to help others in the business world with the new broader common needs of the market environment. This book is a progression piece from his original book “The Reg. A Prophetic Marketing Book This 1991 book focuses on technology marketing, but it is relevant to general marketing today. In some respects, McKenna was a marketing prophet, since he was an early proponent of experience-based marketing, interactivity, connectivity and creativity. He sees marketing as a means of building relationships and credibility through a four-part process:1. Use word of mouth, primarily through face-to-face meetings.2. A Customer said Book takes "positioning" to a new level. This is a must read for anyone in technology related marketing. McKenna brings about the concept of relationship/industry "infrastructure" marketing. He clearly outlines the steps in taking techonogy products to market. It turns a little "salesy" near the end (i.e. this is how Regis McKenna, Inc. consults with its customers), but the gems you will find on nearly every page justify the book
He lectures extensively at universities and industry conferences worldwide.. venture capital firm. Regis McKenna is the founder and chairman of Regis McKenna, Inc., an international marketing consulting firm headquartered in Palo Alto, California, He is also a general partner at Kleiner Perkins Caufield & Byers, a leading U.S. He is an advisor to the Stanford Graduate School of Business and to the School of Government