Convergence Marketing : Strategies for Reaching the New Hybrid Consumer

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. 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. This text presents new case studies from companies around the world that are successfully reaching today's new hybrid consumer. Discover how markets of one are complementing mass markets; how push marketing is being transformed into interactive marketing relationships; how fixed pricing is being replaced by flexible, customer-driven pricing; how all these changes turn marketing on its head, and how to leverage all these changes for profit and competitive advantage. 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. 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. Discover how to respond today and begin optimizing your entire organization to serve tomorrow's fastest growing markets and most valuable customers. Yoram (jerry) Wind & Vijay Mahajan With Robert E. Gunther. Includes Bibliographic References And Index.