Convergence marketing : strategies for reaching the new hybrid consumer / Yoram (Jerry) Wind & Vijay Mahajan ; with Robert E. Gunther.

Format:

Book

Author/Creator:

Wind, Yoram.

Contributor:

Mahajan, Vijay, 1948-

Gunther, Robert E., 1960-

Language:

English

Subjects (All):

Marketing.

Consumer behavior.

Communication in marketing.

Physical Description:

xxviii, 336 pages : illustrations ; 24 cm

Place of Publication:

Upper Saddle River, NJ : Financial Times Prentice Hall, 2002.

Summary:

Today's consumer lives in two parallel worlds: traditional "bricks-and-mortar" and the world of the Web. In this book, renowned marketing thought leaders offer a complete new framework for reaching this new, hybrid consumer. They introduce the essential new "4Cs" of marketing--customization, curve pricing, community, and convergence.

Contents:

Part 1 Understanding the Centaur 1

Chapter 1 The Centaur Awakens 3

Chapter 2 The Reality of the Centaur 27

Part 2 Navigating the Five Cs of Convergence 61

Chapter 3 Converging of Customerization 63

Chapter 4 Converging on Communities 91

Chapter 5 Converging on Channels 115

Chapter 6 Converging on Competitive Value 143

Chapter 7 Converging on Choice 173

Part 3 Mastering Convergence Marketing 199

Chapter 8 Transforming Marketing 201

Chapter 9 Convergence Marketing Strategies 225

Part 4 Transforming the Organization 255

Chapter 10 Designing the Convergent Organization 257

Chapter 11 C-Change 289.

Notes:

Includes bibliographical references and index.

ISBN:

0130650757

OCLC:

48935568