Yoram (Jerry) Wind, Vijay Mahajan - Convergence Marketing: Strategies for Reaching the New Hybrid Consumer - ISBN:0130650757

Yoram (Jerry) Wind, Vijay Mahajan - Convergence Marketing: Strategies for Reaching the New Hybrid Consumer

Date: 11 November 2010, 13:15

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Yoram (Jerry) Wind, Vijay Mahajan - Convergence Marketing: Strategies for Reaching the New Hybrid Consumer
Publisher: FT Press | 2001-11-04 | ISBN: 0130650757 | PDF | 368 pages | 11.73 MB

Today's consumer lives in two parallel worlds: traditional "bricks-and-mortar" and the world of the Web. In this book, renowned marketing thought leaders offer a complete new framework for reaching this new, hybrid consumer. They introduce the essential new "4Cs" of marketing -- customization, curve pricing, community, and convergence -- that now supplement the traditional "4Ps"; showing exactly how to make the most of each. Convergence Marketing offers a complete blueprint for analyzing product development, evaluating risk factors, developing strategies for a mass-customized world, and incorporating strategy into new marketing initiatives and business models. Discover how push marketing is being transformed into interactive marketing relationships; how fixed pricing is being replaced by flexible, customer-driven pricing; and how to leverage all these changes for profit and competitive advantage.

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