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Convergence Marketing: Strategies for Reaching the New Hybrid Consumer

Convergence Marketing: Strategies for Reaching the New Hybrid Consumer

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Description

  • Copyright 2002
  • Pages: 368
  • Edition: 1st
  • eBook (Watermarked)
  • ISBN-10: 0-13-151707-4
  • ISBN-13: 978-0-13-151707-3

This text presents new case studies from companies around the world that are successfully reaching today's new hybrid consumer. Discover how markets of one are complementing mass markets; how push marketing is being transformed into interactive marketing relationships; how fixed pricing is being replaced by flexible, customer-driven pricing; how all these changes turn marketing on its head, and how to leverage all these changes for profit and competitive advantage.

Sample Content

Table of Contents



Foreword.


Preface.


Acknowledgments.

I. UNDERSTANDING THE CENTAUR.

 1. The Centaur Awakens.
 2. The Reality of the Centaur.

II. NAVIGATING THE FIVE CS OF CONVERGENCE.

 3. Converging of Customerization.
 4. Converging on Communities.
 5. Converging on Channels.
 6. Converging on Competitive Value.
 7. Converging on Choice.

III. MASTERING CONVERGENCE MARKETING.

 8. Transforming Marketing.
 9. Convergence Marketing Strategies.

IV. TRANSFORMING THE ORGANIZATION.

10. Designing the Convergent Organization.
11. C-Change.
12. Conclusion.
Index.

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