Regis McKenna - Total Access (2002).pdf - Psychologia - momo22

TOTALACCESS

Other Works by Regis McKenna

The Regis Touch: Million Dollar Advice from

America’s Top Marketing Consultant (1986)

Who’s Afraid of Big Blue? How Companies Are

Challenging IBM—and Winning (1988)

Relationship Marketing: Successful Strategies

for the Age of the Customer (1991)

Real Time: Preparing for the Age of the

Never Satisﬁed Customer (1997)

Regis McKenna

TOTALACCESS

Giving Customers What They Want

in an Anytime, Anywhere World

Harvard Business School Press

Boston, Massachusetts

Printed in the United States of America

06 – 05 – 04 – 03 – 02 —— 5 – 4 – 3 – 2 – 1

Requests for permission to use or reproduce material from this book should be directed

to permissions@hbsp.harvard.edu, or mailed to Permissions, Harvard Business School

Publishing, 60 Harvard Way, Boston, Massachusetts 02163.

Library of Congress Cataloging-in-Publication Data

McKenna, Regis.

Total access : giving customers what they want in an anytime, anywhere world / Regis McKenna.

p. cm.

Includes index.

ISBN 1-57851-244-1 (alk. paper)

1. Customer services. 2. Customer relations. 3. Consumer satisfaction. I. Title.

HF5415.5 .M3855 2002

658.8'12—dc21

2001051536

The paper used in this publication meets the requirements of the American National

Standard for Permanence of Paper for Publications and Documents in Libraries and

Archives Z39.48–1992.

Regis McKenna - Total Access (2002).pdf