Marketing Convergence: How the Leading Companies are Profiting from Integrating Online and Offline Marketing Strategies

Author:   Susan Jones ,  Ted Spiegel
Publisher:   Cengage Learning, Inc
ISBN:  

9780538727198


Pages:   224
Publication Date:   16 October 2002
Format:   Hardback
Availability:   In Print   Availability explained
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Marketing Convergence: How the Leading Companies are Profiting from Integrating Online and Offline Marketing Strategies


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Full Product Details

Author:   Susan Jones ,  Ted Spiegel
Publisher:   Cengage Learning, Inc
Imprint:   South Western Educational Publishing
Dimensions:   Width: 15.50cm , Height: 1.80cm , Length: 23.10cm
Weight:   0.477kg
ISBN:  

9780538727198


ISBN 10:   0538727195
Pages:   224
Publication Date:   16 October 2002
Audience:   College/higher education ,  Professional and scholarly ,  Tertiary & Higher Education ,  Professional & Vocational
Format:   Hardback
Publisher's Status:   Active
Availability:   In Print   Availability explained
This item will be ordered in for you from one of our suppliers. Upon receipt, we will promptly dispatch it out to you. For in store availability, please contact us.

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."

Reviews

"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."


Today's marketers understand that individuals are using multiple media and multiple sales channels?a great look at how companies will succeed with this new consumer.


a]an excellent book packed with the wisdom of experience. Read this book if you want to learn from some of the true pioneers and successful veterans of Internet marketing.


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