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Sterling College - Fall 2012 | ||
Section A | ||
 | Convergence Marketing: Strategies for Reaching the New Hybrid Consumer (1st Edition) by Yoram (Jerry) R. Wind, Vijay Mahajan, Robert E. Gunther Paperback, 368 Pages, Published 2001 ISBN-10: 0-13-065075-7 / 0130650757 ISBN-13: 978-0-13-065075-7 / 9780130650757 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. Th | |