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.