Total Access Giving Customers what They Want in an Anytime, Anywhere World  -  Regis McKenna

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KORTE INHOUD

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 fo...
Taal: Engels zie alle details...

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Uitgever: Harvard Business School Press 252 paginas Taal: Engels ISBN-10: 1578512441 ISBN-13: 9781578512447