Centro de Documentacion de Fundación MAPFRE

MAP20071023923

Real-time marketing / by Regis McKenna

Sumario: 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

En: Harvard business review. - Boston. - nº 4, July-August 1995 ; p. 87-95

1. Marketing de servicios . 2. Management . 3. Empresas . 4. Nuevas tecnologías . I. Nalebuff, Barry J. . II. Título. III. Título: Harvard business review.