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Comment: This book has already been loved by someone else. It MIGHT have some wear and tear on the edges, have some markings in it, or be an ex-library book. Over-all it's still a good book at a great price! (if it is supposed to contain a CD or access code, that may be missing)
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Relationship Marketing: Successful Strategies For The Age Of The Customer Paperback – May 21, 1993

4.3 out of 5 stars 7 customer reviews

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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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Product Details

  • Paperback: 256 pages
  • Publisher: Basic Books (May 21, 1993)
  • Language: English
  • ISBN-10: 0201622408
  • ISBN-13: 978-0201622409
  • Product Dimensions: 6.2 x 0.6 x 9.2 inches
  • Shipping Weight: 1.1 pounds (View shipping rates and policies)
  • Average Customer Review: 4.3 out of 5 stars  See all reviews (7 customer reviews)
  • Amazon Best Sellers Rank: #720,737 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

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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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.
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Format: Paperback Verified Purchase
Regis McKenna the author of “Relationship Marketing” provides concepts for marketers for the always-changing market environment. His area of focus is for people in the technology industry, however several of the chapter concepts speak to help others in the business world with the new broader common needs of the market environment. This book is a progression piece from his original book “The Regis Touch” written in the late ‘70s early ‘80s. That was a time of exploring innovation and putting everything into Research and Development. The industries dictation on what the customer was offered would be transformed. The “marketing format” was that products would be put out in the market and consumers would buy the new items to fit their lives around. However seeing that the closed off market trend was quickly getting out dated. McKenna saw the changes in the market and developed this book from its predecessor discussing concepts for the new customer satisfaction market. His goal was to explain the new direction in marketing that would change the way industries and consumers did business. The main argument was on how the consumers would make the choices, and make the companies work with their actual needs. In order to work with the feedback companies would have to alter the way they conduct themselves with the customer.
This way of thinking is shown in the first concept of turning the “Monologue to Dialogue” (119). The idea is that when both parties involved are communicating effectively everyone would gain something from the interaction. This includes talking and listening to the customer. With this form of communication relationships can be built and products can be developed together. Like a company’s image or product, it needs to be given good credibility.
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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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