Books by Regis McKenna and Complete Book Reviews

Regis McKenna, Author Harvard Business School Press $24.95 (204p) ISBN 978-0-87584-794-8
McKenna, chairman of the Palo Alto, Calif., marketing and management firm that bears his name, presents a convincing theory that today's rapidly changing technology means that all companies must rethink their entire approach to their customers and...
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Regis McKenna, Author Addison Wesley Publishing Company $19.9 (242p) ISBN 978-0-201-56769-4
In this spirited recap of the 1980s, marketing consultant McKenna ( The Regis Touch ) elaborates on a revolution in the computer-age marketplace that has all but laid low corporations whose isolated managements used massive advertising campaigns to...
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