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Author: Regis McKenna

by Regis McKenna

Direct customer access and responsiveness as competitive advantage in business

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About the author

Regis McKenna

Regis McKenna is a Silicon Valley marketing pioneer who advised Apple, Intel, and other early technology companies on positioning and marketing strategy at a time when technology marketing was still being invented. His book Relationship Marketing anticipated the digital revolution.

More by Regis McKenna

Relationship MarketingBuilding customer relationships and loyalty through personalized, responsive marketing
The Regis TouchMarketing strategy and high-tech business principles from Silicon Valley pioneer
Real TimeMarketing in real time and the power of immediate customer feedback and response
Who's Afraid of Big Blue?IBM's dominance in computing and how competitors can challenge market leaders