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Title: Real Time: Preparing for the Age of the Never Satisfied Customer by Regis McKenna ISBN: 0875849342 Publisher: Harvard Business School Press Pub. Date: March, 1999 Format: Paperback Volumes: 1 List Price(USD): $12.95

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Average Customer Rating: 2.53

Rating: 4
Summary: All about life in the high-tech '90s.
Comment: I didn't read Real Time as a book about marketing one-to-one at all. It isn't about techniques of marketing so much as it is about life in the high tech '90s. I think the book encapsulates an amazing number of actions and reactions that are overwhelming all of us . . . and completely changing how we work, play, and learn. These are amazing and wonderful times that we are very lucky to live in. And I think your book will open the eyes of the multitude of people who don't realize what's happening. After all,it is very difficult to recognize that one is living in the midst of a revolution. Having said all that, I embrace realtime technology because it has made my new life possible. Working from a home office like mine 10 years ago would have been impossible. (After 4 years of working at home, and as I look out over our woods, the rocky coast, and Canada off in the distance, I can't imagine better work conditions.) Realtime has also made even closer relationships possible with close friends from previous work lifes. Realtime is good for a news junky too--I never had time (or could afford) to read the San Jose Mercury-News, San Francisco Chronicle, New York Times, Wall Street Journal, and London Telegraph each day. Now that is a normal way for me to start the morning. But there's a lot of things too that I don't like about your brave new realtime world. I guess I'm old fashioned. I enjoy searching for the "right" newsletter or catalog. I don't want "push" information. I like doing a search and I don't want something to make a decision for me. I like buying a new hi-fi or car, going through all the details and analysis. Sharansky and Renton aren't really into "life." But of course the Internet is a wonderful aid in gathering that data. Finally, I don't think many people are anxious to have 500 TV channels. There never will be 200 million Internet users in the U.S. As you can see, i was stimulated by the book.

Rating: 2
Summary: Let Me Down
Comment: I read the entire book and came away with no new insight, as contrasted with what I have found in other HBS Press books. The material is surprisingly pedestrian! The bottom line is that if you are not investing for real-time operations, you should be because of the changing technology landscape. If you did not know that already, or you do not know that speedy response to customers is important, then perhaps the book will be of some value to you. For me, there was not one thing in there that has not already been covered extensively elsewhere, sometimes a long time ago. I agree with the writer from India.

Rating: 2
Summary: Really not so good.
Comment: Real Time is really not so good. No new ideas or inspiring thoughts. Reading it is a waste of time basically. I gave it two because you always learn something from "getting into" the writers mind.

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