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.
Ficha Técnica
Especificações
ISBN | 9781578512447 |
---|---|
Pré venda | Não |
Peso | 280g |
Autor para link | MCKENNA REGIS |
Livro disponível - pronta entrega | Não |
Dimensões | 23 x 16 x 1 |
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 |