Summary of Relationship Marketing

Successful Strategies for the Age of the Customer

Perseus Books,
First Edition: 1991 more...

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Relationship Marketing book summary
Technology marketing is different. Ironically, it is not about the machines. It's about what people want.


7 Overall

8 Applicability

8 Innovation

7 Style


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.

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.


The Technological Society
In the 1990s, technology became pivotal in every aspect of American society. The old marketplace shifted to focus on technology and customer needs. As in the past, technology changed society. In the 1970s, some 50,000 computers were in use in the U.S. By the early...
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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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