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Author: Regis McKenna
List Price: $27.50
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ISBN: 1578512441
Publisher: Harvard Business School Press (29 March, 2002)
Sales Rank: 50,832
Average Customer Rating: 3.55 out of 5
Customer Reviews
Rating: 2 out of 5
Nice cover poor content
I bought this book as it certainly touches a new subject in business, that of how marketing is changing given rapid technological change. What a dissapointing book! First, there is a lot of repetitive information..."marketing is changing because x,y, and z" is found everywhere. Second, many of the examples are from the author's own experience, his wife's and basically from every member of his family. I wonder how representative they are of the US population? Third, the book doesn't have ANY single graph or chart, so it is plain boring as you can imagine. Being the authour a consultant, I was expecting many cool revealing charts/graphs...and finally, even if you get the bookm, by reading the first and last two chapters, you would save up yourself some great deal time. Hope this is helpful
-AV
Rating: 4 out of 5
Has some great new ideas, bad news for traditional marketers
While the book tends to go round and round a bit, its central theme (the evolution of branding to include all channels of access and the need for a new marketing discipline) is very thought provoking.McKenna argues that many of the functions traditionally performed by marketers under the auspices of "brand" such as customer service, market intelligence, etc. are being performed by IT departments. He warns marketers that their jobs are being absorbed by the CTO and CIO.
His description of a new kind of "Marketing Architecture" is very interesting. The book manages to tie channels of access together with loyalty, brand awareness, globalization, and partnerships. I found that the book required me to wrench my brain to think about marketing and technology from a very different angle.
I suspect marketers will dislike its central premise. Nobody likes to hear that their job is going to be automated by the guys in the IT department!
Rating: 1 out of 5
More Regis hype
Typical puffed-up, self-promoting. How did this self-described "legend" manage to pull the wool over so many eyes? Remember - this is a PR guy! His advice on anything except self-promotion should be ignored. The book is circuitous and deadly dull. Similar Products
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