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MAP20071023923Mac Kenna, RegisReal-time marketing / by Regis McKennaSumario: Real-time marketing requires: replacing the broadcast mentality that has long dominated marketing with a willingness to give consumers access to the company and to view their actions and feedback as integral to developing or improving products; focusing on real-time customer satisfaction, providing the support, help, guidance, and information necessary to win customers'loyalty; being willing to learn how information technology is changing both customer behavior and marketing, and to think in new ways about the role of marketing within the organizationEn: Harvard business review. - Boston. - nº 4, July-August 1995 ; p. 87-951. Marketing de servicios. 2. Management. 3. Empresas. 4. Nuevas tecnologías. I. Nalebuff, Barry J.. II. Title. III. Título: Harvard business review.
