Written by the author of "The Regis Touch", this book looks at how to build the crucial relationship with customers, suppliers, partners and distributors - which help a company to dominate its market. Marketing can no longer be isolated from product development, manufacturing, finance and sales: the only successful companies are those which are willing and able to adapt their products and services to fit the needs of their customers. Effective marketers will forge a new relationship between the customer and the company, involving the customer closely in the decision-making processes at every stage in the development of goods and services. Advertising, promotion and market-share thinking are dead, says McKenna. The new relationships represents a fundamental shift in the role and purpose of marketing: from manipulation of the customer to genuine customer involvement; from "selling and telling" to communicating and trading knowledge; from sharing markets to creating new ones in collaboration with customers.