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Convergence Marketing

Strategies for Reaching the New Hybrid Consumer

Convergence Marketing by Yoram (Jerry) R. Wind
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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.

Pearson Education; October 2001
363 pages; ISBN 9780131517073
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Title: Convergence Marketing
Author: Yoram (Jerry) R. Wind; Vijay Mahajan
 
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