Relationship Marketing: Successful Strategies for the Age of the Customer

Rating:
Summary: Useful concepts... some relevance to the UK market
Review: I really liked this book. Whilst it was slightly out of date, some of the concepts were highly relevant for today. In the UK, relationship marketing hasn't taken off as well as it has in the States, we are slightly behind in applying these great concepts.

A UK or European reader would benefit from reading this book in conjunction with a UK-oriented publication, for example Residual Dream. www.residual-dream.com

Rating:
Summary: Book takes "positioning" to a new level
Review: This is a must read for anyone in technology related marketing. McKenna brings about the concept of relationship/industry "infrastructure" marketing. He clearly outlines the steps in taking techonogy products to market. It turns a little "salesy" near the end (i.e. this is how Regis McKenna, Inc. consults with its customers), but the gems you will find on nearly every page justify the book