Convergence Marketing

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 that now supplement the traditional "4Ps showing exactly how to make the most of each. Convergence Marketing offers a complete blueprint for analyzing product development, evaluating risk factors, developing strategies for a mass-customized world, and incorporating strategy into new marketing initiatives and business models. Discover how push marketing is being transformed into interactive marketing relationships; how fixed pricing is being replaced by flexible, customer-driven pricing; and how to leverage all these changes for profit and competitive advantage.