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Publisher's Summary

Technology is leading to rapid, all-encompassing changes in the modern business environment by introducing such a diversity of products that "choice" has become more important than "brand", according to Regis McKenna. He discusses the impact of real-time technology on the way we compete, live, work, learn, and even play. McKenna, a highly experienced marketing executive who has participated in the launch of the first microprocessor (Intel) and the first microcomputer (Apple), explains how technology is creating greater awareness, diversity, choice, pace, and mobility in our lives. He addresses new models of business organization based on information technology, tells how to create an interactive dialogue in marketing, and talks about key assets for marketing in the real-time environment of the '90s.
(P) and ©1994 Stanford Alumni Association
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Customer Reviews

Most Helpful
out of 5 stars
By Marcos Henrique Faco on 03-31-07

Old Ideas

Nothing new, just old ideas.

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2 out of 5 stars
By Susan on 08-08-06

Visionary, but dated

Regis McKenna is always interesting to listen to, but this speech is at least 7 years old. I heard a speech very similar to this from him 10 years ago and much has happened in marketing since then. It would be great if Audible could get some more recent content from Regis, though I suspect he is retired by now.

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