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Title: Total Access by Regis McKenna ISBN: 1578512441 Publisher: Harvard Business School Press Pub. Date: 29 March, 2002 Format: Hardcover Volumes: 1 List Price(USD): $27.50 |
Average Customer Rating: 3.5
Rating: 2
Summary: Too fluffy
Comment: The most valuable part of this book is in chapter 7 in which he provides the checkpoints for the marketing architecture. McKenna used the first six chapters to create the foundation from which he postulates the need for the marketing architecture -- which is chapter 7.
I bought into his reasons in the first chapter and as a result, I could have, should have gone directly to chapter 7.
Rating: 1
Summary: What was I thinking....
Comment: when I bought this book. Completely worthless. First, this book seemed to be a commentary rather than a book filled with facts. No references were made about any of the facts...just the author's and his family's experiences. Kind of like the John Madden of marketing. If you score more points than the opposing team you have a good chance of winning the game....duh!
Rating: 1
Summary: Please Look Elsewhere
Comment: Here is a solid example of how brand equity and trust can be eroded. The HBS (Harvard Business School) Press brand, in this case, has forgotten that our time spent as readers is extremely valuable.
Total Access is repetitive and bloated, it meanders endlessly, and it is sprinkled irritatingly with tedious truisms.
The few "gems" in Total Access could have easily been condensed into a solid Harvard Business Review article. As a first step, all the non-value adding self-promotional quotations from the McKenna Group would have had to go.
As a committed learner, I suggest that time would be infinitely better invested in reading or re-reading McKenna's 1991 classic Relationship Marketing. Alternatively, look elsewhere.
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Title: Marketing Moves: A New Approach to Profits, Growth & Renewal by Philip Kotler, Dipak C, Jain, Suvit Maesincee, Dipak C. Jain ISBN: 1578516005 Publisher: Harvard Business School Press Pub. Date: 07 March, 2002 List Price(USD): $29.95 |
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Title: A New Brand World: Eight Principles for Achieving Brand Leadership in the 21st Century by Scott Bedbury, Stephen Fenichell ISBN: 0670030767 Publisher: Viking Press Pub. Date: 28 February, 2002 List Price(USD): $24.95 |
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Title: The Fall of Advertising and the Rise of PR by Al Ries, Laura Ries ISBN: 0060081988 Publisher: HarperBusiness Pub. Date: 20 August, 2002 List Price(USD): $24.95 |
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Title: How Customers Think: Essential Insights into the Mind of the Market by Gerald Zaltman ISBN: 1578518261 Publisher: Harvard Business School Press Pub. Date: 21 February, 2003 List Price(USD): $29.95 |
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Title: Out of the Box: Strategies for Achieving Profits Today & Growth Tomorrow Through Web Services by John Hagel III, John Seely Brown ISBN: 1578516803 Publisher: Harvard Business School Press Pub. Date: 28 October, 2002 List Price(USD): $29.95 |
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