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Relationship Marketing: Successful Strategies For The Age Of The Customer Paperback


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Product Details

  • Paperback: 256 pages
  • Publisher: Basic Books (May 21, 1993)
  • Language: English
  • ISBN-10: 0201622408
  • ISBN-13: 978-0201622409
  • Product Dimensions: 9.3 x 6.2 x 0.6 inches
  • Shipping Weight: 12.8 ounces (View shipping rates and policies)
  • Average Customer Review: 4.3 out of 5 stars  See all reviews (7 customer reviews)
  • Amazon Best Sellers Rank: #1,139,328 in Books (See Top 100 in Books)

Editorial Reviews

From Publishers Weekly

In this spirited recap of the 1980s, marketing consultant McKenna ( The Regis Touch ) elaborates on a revolution in the computer-age marketplace that has all but laid low corporations whose isolated managements used massive advertising campaigns to dictate what the customer would buy. Today, he writes, the focus is on direct consumer contact and personal relations with the business "infrastructure"--media, suppliers, analysts, etc.--whose feedback will influence product development and marketing strategy. McKenna traces the rise and occasional fall of many start-up companies in the turbulent, proliferating computer and software industry, including the competition between Apple Inc. and IBM, a battle recently ended when the two signed agreements to work together on research, development and marketing.
Copyright 1991 Reed Business Information, Inc. --This text refers to an out of print or unavailable edition of this title.

About the Author

Regis McKenna is the founder and chairman of Regis McKenna, Inc., an international marketing consulting firm headquartered in Palo Alto, California, He is also a general partner at Kleiner Perkins Caufield & Byers, a leading U.S. venture capital firm. He is an advisor to the Stanford Graduate School of Business and to the School of Government; a trustee at Santa Clara University; and a director for many private and public companies. He lectures extensively at universities and industry conferences worldwide.

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Customer Reviews

4.3 out of 5 stars
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Most Helpful Customer Reviews

15 of 18 people found the following review helpful By A Customer on February 3, 1997
Format: Paperback
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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3 of 3 people found the following review helpful By Dan Wallace on February 12, 2009
Format: Paperback Verified Purchase
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.
Read more ›
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1 of 1 people found the following review helpful By Rolf Dobelli HALL OF FAME on December 18, 2006
Format: Paperback
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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1 of 1 people found the following review helpful By D. Ogawa on August 30, 2006
Format: Paperback
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.
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