Marketing Convergence

Marketing Convergence: How the Leading Companies Are Profiting from Integrating Online and Offline Marketing Strategies will enable you to market your products and services more effectively using the Internet. You will increase your organization’s profitability because you’ll know how to navigate the minefields of online, interactive, and traditional marketing. You’ll have the key strategic insights into integrating your marketing across all media, and you’ll know how those strategies profitably—the way they have been used by some of the world’s smartest marketers.

Section I helps you identify the key signs to watch--and watch out for--including:

• The most profitable ways of “marrying”
• marketing and technology for greater market reach, brand building, and profitability.
• The truly critical components of successful convergence and integration.
• How to zero-in on the new savings—and avoid the new costs—of the new media.
• Rediscovering the power of testing through Internet “speed-of-light” testing.
• Maintaining the all-important human touch in all marketing and media channels.
• Putting profitability, community, and “stickiness” into proper perspective.

Section II gives you the inside stories of the leaders of marketing convergence—the smart marketers who avoided the hype and capitalized on the substantial benefits of integrated marketing strategies and tactics. Some are well-known, others aren’t. But they share one thing: They used the strategies in this book to tailor their marketing programs to profitably meet the online and offline needs of their customers.

The days of gaining instant riches online with no thought to the basics are gone. So are the days of broken promises, alienated customers, and disillusioned stockholders. The tools and hard-won experience chronicled in Marketing Convergence can make profitable integrated marketing a reality for you and your every company.

Product Details
Hardcover: 232 pages
ISBN: 0538727195