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Regis McKenna On Fire
on January 23, 2000
When I read this book, it was as if I had discovered fire. It simply changed my relationship with the world of marketing because it gave method and purpose to many of the tactics that I had been watching develop since the integration of personal computers and networks in corporate operations. Looking back in 2000, over three years since the publication of "Real Time", it's easy to treat this volume of insightful marketing counsel as "nothing new." I can remember reading it intently in 1997, however, scribbling in the margins, highlighting the text, and coming away with dozens of ways to solidify the structural bonds between my company and customers. These bonds are the ones that are the most stable and produce the highest loyalty in a customer base. The fact that Regis outlines a technical infrastructure that has become commonplace only serves to reinforce his reputation as one of the modern oracles of marketing. Between this book and "Relationship Marketing," McKenna has done more to codify the essential mechanics of modern marketing that any other author, in my view.