Convergence marketing : running with the centaurs / Yoram (Jerry) Wind & Vijay Mahajan with Robert E. Gunther.

By:

Wind, Yoram

Contributor(s):

Material type: Text

TextPublication details: Upper Saddle River, N.J. : Financial Times Prentice Hall, c2002.Description: xxviii, 336 p. : illISBN:

0130650757

Other title:

Subtitle on cover: Strategies for reaching the new hybrid consumer

Subject(s):

LOC classification:

HF5415.1265 W562C

Online resources:

Table of contents

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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Holdings
Item type	Home library	Collection	Shelving location	Call number	Status	Barcode
Books	BU Library and Learning Space	Books	Book Shelves	HF5415.1265 W562C (Browse shelf(Opens below))	Available	201108260033

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Includes bibliographic references and index.

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Convergence marketing : running with the centaurs / Yoram (Jerry) Wind & Vijay Mahajan with Robert E. Gunther.

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