Convergence Marketing
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Convergence Marketing
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Author : Richard Rosen
language : en
Publisher: John Wiley & Sons
Release Date : 2009-02-03
Convergence Marketing written by Richard Rosen and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-02-03 with Business & Economics categories.
Offering a common language, better processes, and a set of practical tools, Convergence Marketing is a real-world guide that successfully combines the best of brand and direct into something more powerful and effective than either can be on its own. Convergence marketing offers the kind of real-time accountability that positions marketing as a vital and effective component of leadership's overall business strategy. Convergence brings brand and direct together with respect to both disciplines, within the same silos. And it offers the necessary tools and processes that deliver better results. Our global market demands nothing less than this fully integrated approach. Convergence Marketing is the key to shifting marketing communications efforts from a cost-based to a profit-driven model and will have your CFO begging you to spend more money.
Convergence Marketing
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Author : Vijay Mahajan
language : en
Publisher:
Release Date : 2002
Convergence Marketing written by Vijay Mahajan and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002 with categories.
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.
Convergence Marketing
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Author : Yoram ( Jerry ) Wind
language : en
Publisher:
Release Date : 2002
Convergence Marketing written by Yoram ( Jerry ) Wind and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002 with Müşteri Davranışları categories.
Convergence Marketing
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Author : Richard G. Rosen
language : en
Publisher:
Release Date : 2009
Convergence Marketing written by Richard G. Rosen and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009 with Branding (Marketing) categories.
Marketing Convergence
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Author : Susan K. Jones
language : en
Publisher: Racom Communications
Release Date : 2003
Marketing Convergence written by Susan K. Jones and has been published by Racom Communications this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003 with Business & Economics categories.
Spiegel (marketing, Northwestern U.) and Jones (marketing, Ferris State U.) show how to market products and services using the Internet and how to integrate marketing across all media. They describe critical components of successful convergence and integration, offer tips on avoiding hidden costs of the new media, examine the most profitable ways
Convergence Marketing
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Author : Richard Rosen
language : en
Publisher: John Wiley & Sons
Release Date : 2009-03-16
Convergence Marketing written by Richard Rosen and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-03-16 with Business & Economics categories.
Offering a common language, better processes, and a set of practical tools, Convergence Marketing is a real-world guide that successfully combines the best of brand and direct into something more powerful and effective than either can be on its own. Convergence marketing offers the kind of real-time accountability that positions marketing as a vital and effective component of leadership's overall business strategy. Convergence brings brand and direct together with respect to both disciplines, within the same silos. And it offers the necessary tools and processes that deliver better results. Our global market demands nothing less than this fully integrated approach. Convergence Marketing is the key to shifting marketing communications efforts from a cost-based to a profit-driven model and will have your CFO begging you to spend more money.
Converge
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Author : Bob W. Lord
language : en
Publisher: John Wiley & Sons
Release Date : 2013-04-11
Converge written by Bob W. Lord and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-04-11 with Business & Economics categories.
The leaders of Razorfish share their strategies for merging marketing and IT To create rich, technologically enabled experiences, enterprises need close collaboration between marketing and IT. Converge explains how the merging of technology, media, and creativity is revolutionizing marketing and business strategy. The CEO and CTO of Razorfish, one of the world's largest digital marketing agencies, give their unique perspective on how to thrive in this age of disruption. Converge shares their first-hand experience working closely with global brands—including AXE, Intel, Samsung, and Kellogg—to solve business problems at the collision point between media, technology, and marketing. With in-depth looks at cloud computing, data- and API-enabled creativity, ubiquitous computing, and more, Converge presents a roadmap to success. Explains how to organize for innovation within your own organization by applying the principles of agile development across your business Details how to create a religion around convergence, explaining how to tell the story throughout the organization Outlines how to adapt processes to keep up with and take advantage of rapid technological change A book by practitioners for practitioners, Converge is about rethinking business organizations for a new age and empowering your people to thrive in a brand, new world.
Promotional Culture And Convergence
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Author : Helen Powell
language : en
Publisher: Routledge
Release Date : 2013-04-17
Promotional Culture And Convergence written by Helen Powell and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-04-17 with Social Science categories.
The rapid growth of promotional material through the internet, social media, and entertainment culture has created consumers who are seeking out their own information to guide their purchasing decisions. Promotional Culture and Convergence analyses the environments necessary for creating a culture of collaboration with consumers, and critically engages with key areas of contemporary promotional development, including: promotional culture’s primary industries, including advertising, marketing, PR and branding, and how are they informed by changes in consumer behaviour and market conditions how industries are adapting in the digital age to attract both audiences and advertising revenue the evolving dialogues between ‘new consumers’ and producers and promotional industries. Ten contributions from leading theorists on contemporary promotional culture presents an indispensable guide to this creative and dynamic field and include detailed historical analysis, in-depth case studies and global examples of promotion through TV, magazines, newspapers and cinema.
The Changing Mo Of The Cmo
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Author : MaryLee Sachs
language : en
Publisher: Routledge
Release Date : 2016-04-01
The Changing Mo Of The Cmo written by MaryLee Sachs and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-04-01 with Business & Economics categories.
MaryLee Sachs explores the relationship and increasing blur between the marketing discipline and the public relations profession. How do the two mix? What is their role in a world where the growth of digital and social media has contributed to an increasing lack of control over how brands are perceived? Drawing on the experiences of Chief Marketing Officers (CMOs) from 10 iconic organizations with business and consumer brands across the globe, The Changing MO of the CMO explores how some organizations are making the most of a blended approach to communications and marketing and how CMOs can respond to and prepare for their new responsibilities. It illustrates how PR can provide: ¢ authenticity, relevance and advocacy to marketing; ¢ integration of an organization's approach to paid, owned and earned media channels; ¢ a strategic risk management tool for assuring reputation and managing crisis communication. Changing the traditional roles of marketing and communications may be an imperative for organizations. That doesn't make it easy. This readable and credible short guide provides a sense of the opportunities and obstacles involved and the vision required to change the culture of marketing and communications. The Changing MO of the CMO is an important book for developing a new model of marketing; it should be read by all CMOs charged with defining and implementing changes.
Media And Convergence Management
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Author : Sandra Diehl
language : en
Publisher: Springer Science & Business Media
Release Date : 2013-05-24
Media And Convergence Management written by Sandra Diehl and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-05-24 with Business & Economics categories.
Convergence has gained an enormous amount of attention in media studies within the last several years. It is used to describe the merging of formerly distinct functions, markets and fields of application, which has changed the way companies operate and consumers perceive and process media content. These transformations have not only led business practices to change and required companies to adapt to new conditions, they also continue to have a lasting impact on research in this area. This book’s main purpose is to shed some light on crucial phenomena of media and convergence management, while also addressing more specific issues brought about by innovations related to media, technologies, industries, business models, consumer behavior and content management. This book gathers insights from renowned academic researchers and pursues a highly interdisciplinary approach. It will serve as a valuable reference guide for students, practitioners and researchers interested in media convergence processes.