Real-Time Marketing

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.