Real-time marketing

<?xml version="1.0" encoding="UTF-8"?><modsCollection xmlns="http://www.loc.gov/mods/v3" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" xsi:schemaLocation="http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-8.xsd">
<mods version="3.8">
<titleInfo>
<title>Real-time marketing</title>
</titleInfo>
<titleInfo type="alternative">
<title>Harvard business review</title>
</titleInfo>
<name type="personal" usage="primary" xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="MAPA20080170202">
<namePart>Mac Kenna, Regis</namePart>
<nameIdentifier>MAPA20080170202</nameIdentifier>
</name>
<name type="personal" xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="MAPA20080227227">
<namePart>Nalebuff, Barry J.</namePart>
<nameIdentifier>MAPA20080227227</nameIdentifier>
</name>
<typeOfResource>text</typeOfResource>
<originInfo>
<place>
<placeTerm type="code" authority="marccountry">esp</placeTerm>
</place>
<dateIssued encoding="marc">1995</dateIssued>
<issuance>serial</issuance>
</originInfo>
<language>
<languageTerm type="code" authority="iso639-2b">spa</languageTerm>
</language>
<physicalDescription>
<form authority="marcform">print</form>
<form authority="marccategory">microform</form>
</physicalDescription>
<abstract displayLabel="Summary">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</abstract>
<note type="statement of responsibility">by Regis McKenna</note>
<subject authority="lcshac" xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="MAPA20080607104">
<topic>Marketing de servicios</topic>
</subject>
<subject authority="lcshac" xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="MAPA20080555061">
<topic>Management</topic>
</subject>
<subject authority="lcshac" xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="MAPA20080546991">
<topic>Empresas</topic>
</subject>
<subject authority="lcshac" xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="MAPA20080586546">
<topic>Nuevas tecnologías</topic>
</subject>
<classification authority="">922.112.1</classification>
<relatedItem type="host">
<titleInfo>
<title>Harvard business review</title>
</titleInfo>
<originInfo>
<publisher>Boston</publisher>
</originInfo>
<identifier type="local">MAP20077100345</identifier>
<part>
<text>nº 4, July-August 1995 ; p. 87-95</text>
</part>
</relatedItem>
<recordInfo>
<recordContentSource authority="marcorg">MAP</recordContentSource>
<recordCreationDate encoding="marc">960118</recordCreationDate>
<recordChangeDate encoding="iso8601">20080418120934.0</recordChangeDate>
<recordIdentifier source="MAP">MAP20071023923</recordIdentifier>
<languageOfCataloging>
<languageTerm type="code" authority="iso639-2b">spa</languageTerm>
</languageOfCataloging>
</recordInfo>
</mods>
</modsCollection>