Marketing Convergence: How the Leading Companies Are Profiting from Integrating Online and Offline Marketing Strategies / Edition 1

Marketing Convergence: How the Leading Companies Are Profiting from Integrating Online and Offline Marketing Strategies / Edition 1

by Susan K. Jones, Ted Spiegel
     
 

ISBN-10: 0538727195

ISBN-13: 9780538727198

Pub. Date: 09/30/2002

Publisher: Cengage Learning


With the exponential growth of the Internet in the past few years, this tool has become a powerful venue for marketing products to consumers. This book is engineered for professionals looking to gain a better understanding of the integration of technologies and marketing strategies. By understanding the key elements of converging various marketing channels and

Overview


With the exponential growth of the Internet in the past few years, this tool has become a powerful venue for marketing products to consumers. This book is engineered for professionals looking to gain a better understanding of the integration of technologies and marketing strategies. By understanding the key elements of converging various marketing channels and strategies, professionals will be well on the way to marketing success beating the competition.

Product Details

ISBN-13:
9780538727198
Publisher:
Cengage Learning
Publication date:
09/30/2002
Edition description:
New Edition
Pages:
224
Product dimensions:
14.40(w) x 9.10(h) x 0.60(d)

Table of Contents


I. The Strategies. 1. Does the Internet Change Everything? 2. Who survived the Dot.com Bomb--and why. 3. Successful Convergence = Integration. 4. New Savings and New Costs. 5. Speed-of-Light Testing. 6. The Human Touch. 7. Exposing Sacred Cows: "Community" and "Stickiness". 8. Mars and Venus Come to Terms. 9. The Challenges Ahead: Four Areas of Focus. II. The Leaders. 10. Action Performance: Synergy with Partners. 11. American Blind and Wallpaper Factory: Making Shopping Fun. 12. Carnival Cruise Lines: Online Sales Are Not Always the Goal. 13. CDW/CDWG: The Personal Touch. 14. Chicago Symphony Orchestra: Sophisticated Software. 15. J.C. Whitney: Unlimited Depth of Assortment. 16. (Mindpepper) Bargainandhaggle.com: Building Relationships Online. 17. Omaha Steaks: An Online Profit Center. 18. Peapod: Leveraging Logistics. 19. Quiztar: Ditto Delivery. 20. Spiegel: Small Staff/Big Results. 21. Steelcase: The Power of Ensync 22. Yamaha Band & Orchestra Division: Online/Offline Integration. Executives Interviewed for Marketing Convergence. Index.

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