successful strategies for the age of the customer Mckenna, Regis Primary Author mixed material bibliography Massachusetts Addison-Wesley 1991 en English

Printed Material

xiii, 241p. ; index : 24 cm. In this spirited recap of the 1980s, marketing consultant McKenna elaborates on a revolution in the computer-age marketplace that has all but laid low corporations whose isolated managements used massive advertising campaigns to dictate what the customer would buy. 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. 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. and IBM, a battle recently ended when the two signed agreements to work together on research, development and marketing. Communication Marketing Technology Marketing Strategy Customer services Positioning BA/BTG 0201622408 Perpustakaan - Sekolah Tinggi Manajemen PPM Pusat Informasi Manajemen BA/BTG Mck 24855 General (General) BA/BTG Mck Relationship_marketing_-.jpg.jpg 7247 1994-03-07 00:00:00 2020-03-04 10:53:39 machine generated