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This text presents new case studies from companies around the world that are successfully reaching today's new hybrid consumer. Discover how markets of one are complementing mass markets; how push marketing is being transformed into interactive marketing relationships; how fixed pricing is being replaced by flexible, customer-driven pricing; how all these changes turn marketing on its head, and how to leverage all these changes for profit and competitive advantage.
Sommario
Foreword.
Preface.
Acknowledgments.
I. UNDERSTANDING THE CENTAUR.
1. The Centaur Awakens.
2. The Reality of the Centaur.
II. NAVIGATING THE FIVE CS OF CONVERGENCE.
3. Converging of Customerization.
4. Converging on Communities.
5. Converging on Channels.
6. Converging on Competitive Value.
7. Converging on Choice.
III. MASTERING CONVERGENCE MARKETING.
8. Transforming Marketing.
9. Convergence Marketing Strategies.
IV. TRANSFORMING THE ORGANIZATION.
10. Designing the Convergent Organization.
11. C-Change.
12. Conclusion.
Index.
Info autore
Vijay Mahajan war früher Leiter der Indian School of Business und hält heute den Wirtschaftslehrstuhl der University of Texas. Er berät multinationale Unternehmen und ist Autor von Wirtschaftsbüchern.
Robert E. Gunther was the coordinating writer for Wharton on Managing Emerging Technologies and Wharton on Dynamic Competitive Strategy.
Riassunto
A new customer has emerged - the centaur - half-cyberconsumer and half-traditional consumer. In this new environment what is the new terrain of marketing, how can these parallel universes successfully converge and how does a company reach them?
