The article "Marketing Is Everything" by Regis McKenna places great emphasis in the transformation of the Marketing process and the elements to consider for its successful implementation.
             Such transformation is driven by the power of the new technologies available today and its utilization by businesses and industries in the development of products and services to fit their customers' strategies; taking the marketing process from the sales-driven approach, to the knowledge-based and experience-based market-driven alternative.
             McKenna supports this new concept in a substantial knowledge of the company's organization, of its technology, of its costumers and competition, of its capabilities, of its plans and the way they do business; and emphasizes in connectivity, interactivity and creativity as the tools to arm companies with the firsthand experience needed to invest in market development, and to help managers make intelligent and calculated analysis of the future risks and opportunities.
             The article defines new marketing as a new marketing approach that integrates the customer into the company, creating and sustaining a strong relationship between them, and at the same time, allowing the customer to participate in the design of the products. It places marketing as an integral part of every organization; defining it, as the expression of the company's character in the goal to better serve the customer's real needs.
             With the expression: "The real goal of marketing is to own the market -not just to make or sell products", the author introduces an extremely important concept applicable to today's environment, the concept of owning the market. Market's ownership is defined as a new way of thinking to strategically place the company in a dominant position, competing ahead of the market it can lead. It is defined as technological innovation,
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