Total access : giving customers what they want in an anytime, anywhere world /
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| Author / Creator: | McKenna, Regis. |
|---|---|
| Imprint: | Boston, Mass. : Harvard Business School Press, c2002. |
| Description: | xv, 252 p. ; 24 cm. |
| Language: | English |
| Subject: | |
| Format: | Print Book |
| URL for this record: | http://pi.lib.uchicago.edu/1001/cat/bib/4678184 |
Table of Contents:
- Preface
- Acknowledgments
- 1. Introduction: The Idea of Marketing
- 2. The Three Stages of Marketing: Reach, Push, and Access
- 3. New Technologies, A New Marketplace: The Laws
- 4. Forget about Loyalty: Problems with Branding
- 5. The Transformation of Today's Consumer: Preferences
- 6. The Customer Experience: Persistent Presence
- 7. Putting It All Together: The Marketing Architecture
- 8. Total Global Access: Act Globally but Connect Locally
- 9. Managing It All: Roles and Responsibilities
- 10. The Magic Touch: Corporate Creativity
- Notes
- Index
- About the Author
