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Convergence Marketing Strategies for Reaching the New Hybrid Consumer

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ISBN-10: 0130650757

ISBN-13: 9780130650757

Edition: 2002

Authors: Vijay Mahajan, Robert Gunther, Yoram Wind, Yoram Wind

List price: $29.00
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The cyber consumer and traditional consumer are often one and the same - and the emergence of these hybrid consumers is changing the practice of marketing, both online and offline.
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Book details

List price: $29.00
Copyright year: 2002
Publisher: FT Press
Publication date: 10/25/2001
Binding: Hardcover
Pages: 368
Size: 6.25" wide x 9.00" long x 1.25" tall
Weight: 1.628
Language: English

Robert Gunther is coauthor or collaborator on more than 20 books, including The Wealthy 100 and The Truth About Making Smart Decisions. He has appeared on CNBC's "Power Lunch," NPR's "Morning Edition," and numerous local and national radio and television programs, and his projects have been featured in The New York Times, Time, USA Today, and Fortune. His columns or articles also have been published in Harvard Business Review, American Heritage, Investor's Business Daily, and The Philadelphia Inquirer. As founder of Gunther Communications, he has consulted with Fortune 500 companies, universities, and major nonprofits. He is a graduate of Princeton University.

Foreword
Preface
Acknowledgments
Understanding the Centaur
The Centaur Awakens
The Reality of the Centaur
Navigating the Five Cs of Convergence
Converging of Customerization
Converging on Communities
Converging on Channels
Converging on Competitive Value
Converging on Choice
Mastering Convergence Marketing
Transforming Marketing
Convergence Marketing Strategies
Transforming the Organization
Designing the Convergent Organization
C-Change
Conclusion
Index