Real-time marketing

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      <subfield code="c">by Regis McKenna</subfield>
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      <subfield code="a">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 organization</subfield>
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