Convergence marketing : strategies for reaching the new hybrid consumer
著者
書誌事項
Convergence marketing : strategies for reaching the new hybrid consumer
Financial Times Prentice Hall, c2002
大学図書館所蔵 全7件
  青森
  岩手
  宮城
  秋田
  山形
  福島
  茨城
  栃木
  群馬
  埼玉
  千葉
  東京
  神奈川
  新潟
  富山
  石川
  福井
  山梨
  長野
  岐阜
  静岡
  愛知
  三重
  滋賀
  京都
  大阪
  兵庫
  奈良
  和歌山
  鳥取
  島根
  岡山
  広島
  山口
  徳島
  香川
  愛媛
  高知
  福岡
  佐賀
  長崎
  熊本
  大分
  宮崎
  鹿児島
  沖縄
  韓国
  中国
  タイ
  イギリス
  ドイツ
  スイス
  フランス
  ベルギー
  オランダ
  スウェーデン
  ノルウェー
  アメリカ
注記
Includes index
内容説明・目次
内容説明
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.
目次
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.
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