Convergence Marketing
Strategies for Reaching the New Hybrid Consumer
Published on 19. December 2001
Book
Hardback
368 pages
978-0-13-065075-7 (ISBN)
Description
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.
Reviews / Votes
"Prediction: You will finish this book loaded with ideas and call a meeting to forge a new marketing strategy for winning in this new world where the consumer is king." Philip Kotler,Professor of International Marketing, Kellogg Graduate School of Management, Northwestern University. "This is a very important book. Convergence Marketing, for the first time, analyzes how the Internet and offline channels deeply affect how customers buy and what they consider value. The authors' insights extend far beyond marketing and distribution. They deal profoundly with corporate strategy and with the success, if not the survival, of the business altogether." Peter Drucker, Clark Professor of Social Science, Claremont Graduate School. "Wind and Mahajan have got it just right in their new book: Today's customers insist on choosing how, when, and where they do business - and if companies want to survive, they will have to manage increasingly complex customer relationships across all channels, not just the Internet. Convergence Marketing provides valuable lessons for every organization seeking to master this multichannel challenge." Thomas M. Siebel, Chairman and CEO, Siebel, Author of Cyber Rules.More details
Language
English
Place of publication
Upper Saddle River
United States
Publishing group
Pearson Education (US)
Target group
Professional and scholarly
Dimensions
Height: 163 mm
Width: 236 mm
Thickness: 30 mm
Weight
522 gr
ISBN-13
978-0-13-065075-7 (9780130650757)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Persons
YORAM (JERRY) WIND is The Lauder Professor, Professor of Marketing, Founding Editor of Wharton School Publishing, and Academic Director of The Wharton Fellows Network at the University of Pennsylvania. He is also the Founder and Director of the SEI Center for Advanced Studies in Management, The Wharton School's think tank. Wind led the development of a number of key Wharton programs including the reinvention of the Wharton MBA curriculum and the creation of the Wharton Executive MBA Program. Among his many affiliations is former chancellor, the International Academy of Management (IAM). One of the world's most cited marketing authors, his books include Driving Change: How the Best Companies Are Preparing for the 21st Century, and The Power of Impossible Thinking. Dr. Wind has served as an advisor to many Fortune 500 firms and non-U.S. multinationals throughout the financial services, pharmaceuticals, information, and consumer packaged goods industries, and as advisor and board member for a wide range of entrepreneurial ventures. His consulting focuses on global corporate and business strategy, corporate transformation, marketing strategy, and especially new business development. He is the recipient of all the major marketing awards. Wind received a Ph.D. from Stanford University.
VIJAY MAHAJAN is John P. Harbin Centennial Chair of Business and Professor of Marketing at the McCombs School of Business of the University of Texas at Austin. He has served as a marketing consultant to such companies as Edward Jones, Dell, and Frito-Lay, and has run executive development programs throughout North America, South America, Europe, and Asia. Mahajan serves on the advisory boards of several high-tech start-ups in Austin and is author of several books and award-winning articles, including New Product Diffusion Models (International Series in Quantitative Marketing, Volume 11). He has received several lifetime achievement awards for his research on innovation diffusion and marketing research and strategy.
ROBERT GUNTHER, founder of Gunther Communications, has collaborated on or co-authored more than ten books, including Hypercompetition, Buyout: The Insider's Guide to Buying Your Own Company, The Wealthy 100, Leveraging Japan, Wharton on Managing Emerging Technologies, Wharton on Dynamic Competitive Strategy and Wharton on Making Decisions.
VIJAY MAHAJAN is John P. Harbin Centennial Chair of Business and Professor of Marketing at the McCombs School of Business of the University of Texas at Austin. He has served as a marketing consultant to such companies as Edward Jones, Dell, and Frito-Lay, and has run executive development programs throughout North America, South America, Europe, and Asia. Mahajan serves on the advisory boards of several high-tech start-ups in Austin and is author of several books and award-winning articles, including New Product Diffusion Models (International Series in Quantitative Marketing, Volume 11). He has received several lifetime achievement awards for his research on innovation diffusion and marketing research and strategy.
ROBERT GUNTHER, founder of Gunther Communications, has collaborated on or co-authored more than ten books, including Hypercompetition, Buyout: The Insider's Guide to Buying Your Own Company, The Wealthy 100, Leveraging Japan, Wharton on Managing Emerging Technologies, Wharton on Dynamic Competitive Strategy and Wharton on Making Decisions.
Content
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.
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.