Convergence Marketing: Strategies for Reaching the New Hybrid Consumer (Hardback)
  • Convergence Marketing: Strategies for Reaching the New Hybrid Consumer (Hardback)
zoom

Convergence Marketing: Strategies for Reaching the New Hybrid Consumer (Hardback)

(author), (author), (author)
£20.99
Hardback 368 Pages / Published: 19/12/2001
  • We can order this

Usually despatched within 3 weeks

  • This item has been added to your basket

Today's consumer is a centaur: a new hybrid who's mastering the latest technologies, but is still driven by age-old human desires and motivations. "Cyberconsumer" business models ignored human reality: that's why they failed. But "back-to-basics" ignores the deep changes the Internet has wrought. The genie's out of the bottle: your customers have profoundly new expectations -- and you have powerful new tools for delivering on them. Convergence Marketing Strategy illuminates the "centaur," showing what today's customers can do, what they're choosing to do, how they're evolving, and where they're headed. Jerry Wind and Vijay Mahajan identify "5Cs" at the heart of the new consumer relationship: customerization, community, channels, competitive value propositions, and choice tools. You'll discover strategies and tactics for responding right now -- and a complete framework for refocusing processes, structure, people, incentives, and technology to serve the centaur tomorrow.

Publisher: Pearson Education (US)
ISBN: 9780130650757
Number of pages: 368
Weight: 522 g
Dimensions: 163 x 236 x 30 mm

You may also be interested in...

Brand Famous
Added to basket
£14.99
Paperback
SPIN (R)-Selling
Added to basket
£20.99
Paperback
Marketing Management, Global Edition
Added to basket
Brand Success
Added to basket
£19.99
Paperback
Sell or Be Sold
Added to basket
£21.50
Hardback
How Brands Grow
Added to basket
£22.50
Hardback
The 22 Immutable Laws Of Marketing
Added to basket
Build a Brand in 30 Days
Added to basket
The Sales Bible, New Edition
Added to basket
The Economist: Marketing for Growth
Added to basket
The Challenger Sale
Added to basket
The Economist: Marketing
Added to basket
Selling
Added to basket
DK
£5.99
Paperback
FT Essential Guide to Business Writing
Added to basket

Reviews

Please sign in to write a review

Your review has been submitted successfully.