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Produktbeschreibungen
Kurzbeschreibung
From the author of the bestselling The Regis Touch, a simple process for building the crucial relationships that help a company dominate-and own-the market in the Age of the Customer.
Synopsis
From the author of the bestselling The Regis Touch, a simple process for building the crucial relationships that help a company dominateand ownthe market in the Age of the Customer.
In diesem Buch
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Einleitungssatz
The 1990s will belong to the customer. Lesen Sie die erste Seite
Buchdeckel | Copyright | Inhaltsverzeichnis | Auszug | Stichwortverzeichnis | Rückseite
The 1990s will belong to the customer. Lesen Sie die erste Seite
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Wortanzeiger
Ausgewählte Seiten ansehenWortanzeiger
Buchdeckel | Copyright | Inhaltsverzeichnis | Auszug | Stichwortverzeichnis | Rückseite
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Kundenrezensionen
Die hilfreichsten Kundenrezensionen
1 von 1 Kunden fanden die folgende Rezension hilfreich
Format:Taschenbuch
This is a must read for anyone in technology related marketing. McKenna brings about the concept of relationship/industry "infrastructure" marketing. He clearly outlines the steps in taking techonogy products to market. It turns a little "salesy" near the end (i.e. this is how Regis McKenna, Inc. consults with its customers), but the gems you will find on nearly every page justify the book
Die hilfreichsten Kundenrezensionen auf Amazon.com (beta)
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5 Rezensionen
14 von 17 Kunden fanden die folgende Rezension hilfreich
Book takes "positioning" to a new level
3. Februar 1997
Format:Taschenbuch
This is a must read for anyone in technology related marketing. McKenna brings about the concept of relationship/industry "infrastructure" marketing. He clearly outlines the steps in taking techonogy products to market. It turns a little "salesy" near the end (i.e. this is how Regis McKenna, Inc. consults with its customers), but the gems you will find on nearly every page justify the book
A Prophetic Marketing Book
12. Februar 2009
Format:Taschenbuch|Von Amazon bestätigter Kauf
This 1991 book focuses on technology marketing, but it is relevant to general marketing today. In some respects, McKenna was a marketing prophet, since he was an early proponent of experience-based marketing, interactivity, connectivity and creativity. He sees marketing as a means of building relationships and credibility through a four-part process:
1. Use word of mouth, primarily through face-to-face meetings.
2. Develop the infrastructure (rank influencers in your industry and cultivate relationships)
3. Form strategic relationships with the 10% who influence the other 90%..
4. Sell to the right customers.
Here are some of my other take-aways from Relationship Marketing:
* Shift from monologue to dialogue.
* Concentrate on substance before image.
* Be wary of secondary marketing research reports.
* In the information age, image advertising won't work.
* Know that the line between products and services is blurring
* Personality and image are always changing.
* Perpetual adaptation makes a product successful.
* Marketing is a process, not a set of tactics.
* Marketing is qualitative, not quantitative.
* Marketing is everyone's job.
McKenna also has a distinctive approach to positioning. Unlike Trout and Ries, he sees positioning as a blend of technology, price, applications, quality, service, distribution channels, target audience, specific customers, and alliances. In other words, positioning is who you are, not what you want people to believe you are. He also sees positioning as changing and dynamic.
When you look at the world of blogs and social media, this counsel makes more sense than ever. I also think McKenna was on the mark with his expanded understanding of positioning and focus on relationships as the focal point of marketing.
I'm very glad I read this book in the late 90s. It has helped me become a better marketer. Her are other books to consider:
Positioning: The Battle for Your Mind, 20th Anniversary Edition
The Experience Economy: Work Is Theater & Every Business a Stage
Inside the Tornado: Strategies for Developing, Leveraging, and Surviving Hypergrowth Markets (Collins Business Essentials)
The Cluetrain Manifesto: The End of Business as Usual
1. Use word of mouth, primarily through face-to-face meetings.
2. Develop the infrastructure (rank influencers in your industry and cultivate relationships)
3. Form strategic relationships with the 10% who influence the other 90%..
4. Sell to the right customers.
Here are some of my other take-aways from Relationship Marketing:
* Shift from monologue to dialogue.
* Concentrate on substance before image.
* Be wary of secondary marketing research reports.
* In the information age, image advertising won't work.
* Know that the line between products and services is blurring
* Personality and image are always changing.
* Perpetual adaptation makes a product successful.
* Marketing is a process, not a set of tactics.
* Marketing is qualitative, not quantitative.
* Marketing is everyone's job.
McKenna also has a distinctive approach to positioning. Unlike Trout and Ries, he sees positioning as a blend of technology, price, applications, quality, service, distribution channels, target audience, specific customers, and alliances. In other words, positioning is who you are, not what you want people to believe you are. He also sees positioning as changing and dynamic.
When you look at the world of blogs and social media, this counsel makes more sense than ever. I also think McKenna was on the mark with his expanded understanding of positioning and focus on relationships as the focal point of marketing.
I'm very glad I read this book in the late 90s. It has helped me become a better marketer. Her are other books to consider:
Positioning: The Battle for Your Mind, 20th Anniversary Edition
The Experience Economy: Work Is Theater & Every Business a Stage
Inside the Tornado: Strategies for Developing, Leveraging, and Surviving Hypergrowth Markets (Collins Business Essentials)
The Cluetrain Manifesto: The End of Business as Usual
Useful insight into marketing tech goods
18. Dezember 2006
Format:Taschenbuch
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. We recommend this as core reading for any professional in technology and software marketing.
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