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Relationship Marketing : Successful Strategies for the Age of the Customer

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Clearly, Regis McKenna has given a tremendous amount of thought to marketing technological products. He has a deep familiarity with the customer-focused concepts that drive his marketing theory. His book, written in the late 1970s and the early 1980s, presents his views on how sweeping changes in technology transformed traditional product-based marketing. McKenna weaves concepts associated with technology - such as product cycles, customized goods and strategic relationships - into his marketing theory without any lapses in logic. He buttresses his presentation with his actual experiences launching such new products as Apple Macintosh computers and Lotus 1-2-3 software. While somewhat dated, many of the lessons in this clear, readable classic remain applicable. getAbstract recommends this as core reading for any professional in technology and software marketing.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

658.8 Mck r

Penerbit

Canada : pearson Addison Wesley., 1993

Deskripsi Fisik

xiii, 242 hlm, 23.5 cm

Bahasa

Indonesia

ISBN/ISSN

9780201622409

Klasifikasi

658.8

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Marketing

Info Detail Spesifik

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Pernyataan Tanggungjawab

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Versi lain/terkait

Lampiran Berkas

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