Convergence marketing
Subtitle: running with the centaurs
By: Yoram (Jerry) Wind & Vijay Mahajan with Robert E. Gunther.
Contributors: Mahajan, Vijay.; Gunther, Robert E., 1960-
Publisher: Financial Times Prentice Hall
Published: 2002
Place of publication: Upper Saddle River, NJ
Language: eng
Number of pages: 336
Subjects: Internet marketing.; Marketing.; Consumer behavior.; Communication in marketing.
Other titles: Strategies for reaching the new hybrid consumer
Notes: Includes bibliographic references and index.
Table of contents: value: Machine generated contents note: PART 1: UNDERSTANDING THE CENTAUR 1; value: CHAPTER 1: The Centaur Awakens3; value: CHAPTER 2: The Reality of the Centaur 27 PART 2: NAVIGATING THE FIVE Cs OF CONVERGENCE 61; value: CHAPTER 3: Converging of Customerization 63; value: CHAPTER 4: Converging on Communities 91; value: CHAPTER 5: Converging on Channels 115; value: CHAPTER 6: Converging on Competitive Value 143; value: CHAPTER 7: Converging on Choice 173 PART 3: MASTERING CONVERGENCE MARKETING 199; value: CHAPTER 8: Transforming Marketing 201; value: CHAPTER 9: Convergence Marketing Strategies 225; value: PART 4: TRANSFORMING THE ORGANIZATION 255; value: CHAPTER 10: Designing the Convergent Organization 257; value: CHAPTER 11: C-Change 289; value: CHAPTER 12: Conclusion 315.