Marketing as we know it is disappearing, declares industry legend Regis McKenna. Dominated by hype, and its functions increasingly automated by technology, marketing is losing control over its very reason for existing: to sustain customer relationships. The irony, says McKenna, is that even as technological advances are driving marketing into obscurity, technology is in fact marketing's only hope for regaining a prominent - even central - place in today's organizations. In this bold and visionary book, McKenna sets forth a new marketing paradigm in which machines and networks do most of the work. The obsessive emphasis on brand creation and customer manipulation gives way to a central focus on discovering individual customer preferences and integrating the people and tools to deliver them. The end goal: a networked marketing ecosystem aimed at providing a "persistent presence" to customers anytime, anywhere. To achieve this goal, marketers must become IT-centered systems integrators who engage the entire business in the process of change. And leaders must embrace a new mind-set in which marketing is everything--and everyone's responsibility. Written by the renowned "father of high-tech marketing," this rousing manifesto will remake marketing and redefine success in our networked world.