In this summary you will learn
- How marketing technological products differs from marketing other types of goods and services
- What eight factors determine successful positioning
- How the product, customers and market environment interact
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Why you should read Relationship Marketing
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| Clearly, Regis McKenna has given a tremendous amount of thought to marketing technological products. He has a deep familiarity with the customer-focused concepts that drive his marketing theory. His book, written in the late 1970s and the early 1980s, presents his views on how sweeping changes in technology transformed traditional product-based marketing. McKenna weaves concepts associated with technology - such as product cycles, customized goods and strategic relationships - into his marketing theory without any lapses in logic. He buttresses his presentation with his actual experiences launching such new products as Apple Macintosh computers and Lotus 1-2-3 software. While somewhat dated, many of the lessons in this clear, readable classic remain applicable. getAbstract recommends this as core reading for any professional in technology and software marketing. |
About the Author
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Regis McKenna founded and chairs an international marketing consulting firm. He is a general partner in a venture capital firm, and an advisor to the Stanford Graduate School of Business and Harvard University's Kennedy School of Government. He is also a member of several boards of directors.
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