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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.
I. UNDERSTANDING THE CENTAUR.1. The Centaur Awakens.
II. NAVIGATING THE FIVE CS OF CONVERGENCE.3. Converging of Customerization.
III. MASTERING CONVERGENCE MARKETING.8. Transforming Marketing.
IV. TRANSFORMING THE ORGANIZATION.10. Designing the Convergent Organization.