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    Total Access: Giving Customers What They Want in an Anytime, Anywhere World

     
    Is IT the future of marketing?
    5/13/2002
    In Total Access, Regis McKenna outlines the demise of the marketing organization as we know it. Pieces of marketing responsibilities will continue to be handed off to R&D. Traditional functions such as pricing, relationship management, and service will be carried out by software products and Web applications. The future of marketing, says McKenna, lies in maintaining a "persistent presence," a technology infrastructure that makes the customer experience constant and consistent (AOL's "You've got mail!" sound bite is a persistent presence in the life of almost every AOL customer). McKenna proclaims that "Marketing is a becoming a technology" and marketers need to integrate their skills to survive.
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