Marketing Convergence How the Leading Companies Are Profiting from Integrating Online and Offline Marketing Strategies

Name: Marketing Convergence How the Leading Companies Are Profiting from Integrating Online and Offline Marketing Strategies
Price: 17.2 USD
Availability: InStock
ISBN: 9780538727198

ISBN-10: 0538727195

ISBN-13: 9780538727198

Edition: 2002

Authors: Susan K. Jones, Ted Spiegel

List price: $37.95

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With the exponential growth of the Internet in the past few years, this tool has become a powerful venue for marketing products to consumers. This book is engineered for professionals looking to gain a better understanding of the integration of technologies and marketing strategies. By understanding the key elements of converging various marketing channels and strategies, professionals will be well on the way to marketing success beating the competition.

Book details

List price: $37.95
Copyright year: 2002
Publisher: Cengage South-Western
Publication date: 9/30/2002
Binding: Hardcover
Pages: 224
Size: 6.10" wide x 9.09" long x 0.71" tall
Weight: 13.970
Language: English



Foreword



Preface


Acknowledgments



The Strategies



Does the Internet Change Everything?



Who Survived the Dot.com Bomb--and Why



Successful Convergence = Integration



New Savings--and New Costs



Speed-of-Light Testing



The Human Touch



Exposing Sacred Cows: "Community" and "Stickiness"



Mars and Venus Come to Terms



The Challenges Ahead: Four Areas of Focus



The Leaders



Action Performance: Synergy with Partners



American Blind and Wallpaper Factory: Making Shopping Fun



Carnival Cruise Lines: Online Sales Are Not Always the Goal



CDW/CDWG: The Personal Touch



Chicago Symphony Orchestra: Sophisticated Software



J. C. Whitney: Unlimited Depth of Assortment



(Mindpepper) Bargainandhaggle.com: Building Relationships Online



Omaha Steaks: An Online Profit Center



Peapod: Leveraging Logistics



Quixtar: Ditto Delivery



Spiegel: Small Staff/Big Results



Steelcase: The Power of Ensync



Yamaha Band & Orchestra Division: Online/Offline Integration


Executives Interviewed for Marketing Convergence


Index