Asia Pacific University Library catalogue


Convergence marketing : strategies for reaching the new hybrid consumer / Yoram (Jerry) Wind & Vijay Mahajan with Robert E. Gunther.

By: Wind, YoramContributor(s): Mahajan, Vijay, 1948- | Gunther, Robert E, 1960-Material type: TextTextPublication details: Upper Saddle River, NJ : Financial Times Prentice Hall, c2002Description: xxviii, 336 p. : ill. ; 24 cmISBN: 0130650757 (hbk.); 9780130650757 (hbk.)Subject(s): Internet marketing | Marketing | Consumer behavior | Communication in marketingDDC classification: 658.8 LOC classification: HF5415.1265 | .W56 2002
Contents:
Machine generated contents note: PART 1: UNDERSTANDING THE CENTAUR 1 --CHAPTER 1: The Centaur Awakens3 --CHAPTER 2: The Reality of the Centaur 27 PART 2: NAVIGATING THE FIVE Cs OF CONVERGENCE 61 --CHAPTER 3: Converging of Customerization 63 --CHAPTER 4: Converging on Communities 91 --CHAPTER 5: Converging on Channels 115 --CHAPTER 6: Converging on Competitive Value 143 --CHAPTER 7: Converging on Choice 173 PART 3: MASTERING CONVERGENCE MARKETING 199 --CHAPTER 8: Transforming Marketing 201 --CHAPTER 9: Convergence Marketing Strategies 225 --PART 4: TRANSFORMING THE ORGANIZATION 255 --CHAPTER 10: Designing the Convergent Organization 257 --CHAPTER 11: C-Change 289 --CHAPTER 12: Conclusion 315.
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Open Shelf 		Book HF5415.1265 .W56 2002 c.1 (Browse shelf (Opens below)) 1 Available (No use restrictions) 00010739
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HF5415.1265 .S94 2000 c.3 Internet marketing for your tourism business : HF5415.1265 .S94 2000 c.4 Internet marketing for your tourism business : HF5415.1265 .V65 2008 c.1 Always on : HF5415.1265 .W56 2002 c.1 Convergence marketing : HF5415.127 .P47 1997 c.1 Enterprise one to one : HF5415.127 .P47 1997 c.3 Enterprise one to one : HF5415.129 .P45 2002 c.1 Marketing channels :

Includes bibliographic references and index.

Machine generated contents note: PART 1: UNDERSTANDING THE CENTAUR 1 --CHAPTER 1: The Centaur Awakens3 --CHAPTER 2: The Reality of the Centaur 27 PART 2: NAVIGATING THE FIVE Cs OF CONVERGENCE 61 --CHAPTER 3: Converging of Customerization 63 --CHAPTER 4: Converging on Communities 91 --CHAPTER 5: Converging on Channels 115 --CHAPTER 6: Converging on Competitive Value 143 --CHAPTER 7: Converging on Choice 173 PART 3: MASTERING CONVERGENCE MARKETING 199 --CHAPTER 8: Transforming Marketing 201 --CHAPTER 9: Convergence Marketing Strategies 225 --PART 4: TRANSFORMING THE ORGANIZATION 255 --CHAPTER 10: Designing the Convergent Organization 257 --CHAPTER 11: C-Change 289 --CHAPTER 12: Conclusion 315.

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