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

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.