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Wind, Yoram.

Convergence marketing : running with the centaurs / Subtitle on cover: Strategies for reaching the new hybrid consumer Yoram (Jerry) Wind & Vijay Mahajan with Robert E. Gunther. - Upper Saddle River, NJ : Financial Times Prentice Hall, c2002. - xxviii, 336 p. : ill. ; 24 cm.

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.

ISBN: 0130650757

LCCN: 2002282225

Subjects--Topical Terms:
Internet marketing.
Marketing.
Consumer behavior.
Communication in marketing.

LC Class. No.: HF5415.1265 / .W558 2002

Dewey Class. No.: 658.8