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Relationship Marketing: Successful Strategies For The Age Of The Customer | 
 enlarge | Author: Regis Mckenna
Publisher: Basic Books
Category: Book
List Price: $18.00
Buy Used: $0.01
You Save: $17.99 (100%)
New (23) Used (57) Collectible (1) from $0.01
Rating:  4 reviews
Sales Rank: 431481
Media: Paperback
Pages: 256
Number Of Items: 1
Shipping Weight (lbs): 0.9
Dimensions (in): 9.1 x 6.1 x 0.6
ISBN: 0201622408
Dewey Decimal Number: 650
EAN: 9780201622409
ASIN: 0201622408
Publication Date: May 20, 1993
Availability: Usually ships in 1-2 business days
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Product Description
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.
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| Customer Reviews:
 Useful insight into marketing tech goods December 18, 2006
Rolf Dobelli (Luzern Switzerland)
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.
 A powerful way of doing business August 30, 2006
D. Ogawa
How are relationships vital to new products, positioning, and ultimately customer loyalty? These are just a few of the issues that Regis McKenna, a highly respected marketing guru in the Silicon Valley, addresses in this classic marketing book.
In an environment where customer choice is increasing, company loyalty is waning, and the market is constantly shifting, Relationship Marketing, McKenna claims, can provide a company with an intangible competitive advantage. Though many of the examples in this book revolve around the high tech industry in Silicon Valley, most of the concepts can be applied to any industry. There is a good balance of theory, practical application, and insightful ideas.
This is a valuable book on marketing and plenty of real examples are provided. If you are interested in form of marketing that emphasizes the development and importance of strong relationships, I highly recommend this book. If you are involved in marketing in the computer industry, this book is a must.
Useful concepts... some relevance to the UK market March 10, 2004
1 out of 2 found this review helpful
I really liked this book. Whilst it was slightly out of date, some of the concepts were highly relevant for today. In the UK, relationship marketing hasn't taken off as well as it has in the States, we are slightly behind in applying these great concepts.A UK or European reader would benefit from reading this book in conjunction with a UK-oriented publication, for example Residual Dream. www.residual-dream.com
Book takes "positioning" to a new level February 3, 1997
14 out of 17 found this review helpful
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
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