Tesco
Relationship Marketing
Book

Relationship Marketing

Successful Strategies for the Age of the Customer

Regis McKenna
Perseus Books, 2006
First Edition: 1991

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Editorial Rating

7

Qualities

  • Innovative
  • Applicable

Recommendation

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.

Take-Aways

  • The defining characteristic of new technology is the ability to be customized.
  • The marketing department is the link between the marketplace and the customer.
  • Marketing connects technological features with customer needs.

About the Author

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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