Convergence marketing : running with the centaurs /

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Bibliographische Detailangaben
1. Verfasser:	Wind, Yoram
Weitere Verfasser:	Mahajan, Vijay, 1948-, Gunther, Robert E., 1960-
Format:	Buch
Sprache:	Englisch
Veröffentlicht:	Upper Saddle River, NJ : Financial Times Prentice Hall, c2002.
Schlagworte:	Internet marketing. Marketing. Consumer behavior. Communication in marketing.
Online-Zugang:	Table of contents
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Inhaltsangabe:

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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