Total Access

In this bold and visionary book, McKenna sets forth a new marketing paradigm in which machines and networks do most of the work, from data gathering to customer response and care. 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 architecture aimed at providing a "persistent presence" to customers anytime, anywhere.

To achieve this goal, marketers must become IT-centered systems integrators, with one foot in marketing and one foot in information systems, who engage the entire business in the process of change. And leaders must embrace a new mind-set in which marketing is viewed as an enterprise-wide responsibility.

Contents

Preface

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