Sinopse
In this bold and visionary book, McKenna sets forth a new marketing paradigm in which machines and networks do most of the work. The obsessive emphasis on brand creation and customer manipulation gives way to a central focus on discovering individual customer preferences and integrating the people and tools to deliver them. The end goal - a networked marketing ecosystem aimed at providing a 'persistent presence' to customers anytime, anywhere. To achieve this goal, marketers must become IT-centered systems integrators who engage the entire business in the process of change. And leaders must embrace a new mind-set in which marketing is everything - and everyone's responsibility. Written by the renowned 'father of high-tech marketing,' this rousing manifesto will remake marketing and redefine success in our networked world.
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Especificações
| ISBN | 9781578512447 |
|---|---|
| Pré venda | Não |
| Peso | 280g |
| Autor para link | MCKENNA REGIS |
| Livro disponível - pronta entrega | Não |
| Tipo item | Livro Importado |
| Número de páginas | 251 |
| Número da edição | 1ª EDIÇÃO - 2002 |
| Código Interno | 198981 |
| Código de barras | 9781578512447 |
| Acabamento | PAPERBACK |
| Autor | MCKENNA, REGIS |
| Editora | HARVARD BUSINESS SCHOOL PRESS |
| Sob encomenda | Não |
