Has anyone read books from Regis McKenna? Steve Jobs' marketing mentor

[charlie cho]

I'm reading some of Regis McKenna's ideas on marketing. I've read somewhere Jobs really learnt most of his marketing ideas from him. Jobs have been quoted to have saying (while arguing and shouting with a bunch of singers, doctors, and artists organizing a non-profit charity meeting): "If you're going to learn from someone, you should learn from the best. And he's Regis McKenna. I can call him in if you want!" But I have to admit these sources are quite old. Do they even work now? Or should I work on something else. 

Anyone have any ideas about him? 

This is some of his ideas, reading from Harvard business review:

https://hbr.org/1991/01/marketing-is-everything

This is one of his books 

https://www.amazon.com/Relationship-Marketing-Successful-Strategies-Customer/dp/0201622408/ref=sr_1_1?crid=5UGFH60FV4KP&keywords=relationship+marketing&qid=1653849145&sprefix=relationship+marketin%2Caps%2C282&sr=8-1

Edited May 29, 2022 by charlie cho