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Convergence marketing : running with the centaurs /

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Bibliographic Details
Main Author: Wind, Yoram
Other Authors: Mahajan, Vijay, 1948-, Gunther, Robert E., 1960-
Format: Book
Language:English
Published: Upper Saddle River, NJ : Financial Times Prentice Hall, c2002.
Subjects:
Internet marketing.
Marketing.
Consumer behavior.
Communication in marketing.
Online Access:Table of contents
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Table of Contents:
  • Machine generated contents note: PART 1: UNDERSTANDING THE CENTAUR 1
  • CHAPTER 1: The Centaur Awakens3
  • 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
  • CHAPTER 12: Conclusion 315.

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