Convergent marketing: executing on the promise of 1:1

Abstract

Asserts that since there are new competitors in almost every industry, businesses are needing to adapt their systems to more effectively meet the needs of customers. Argues that in this climate customer‐centric marketing is more effective than product‐oriented marketing. Decribes the features and benefits of convergent marketing, which is a fully customer‐centric approach to marketing. There are six guiding principles to convergent marketing: understanding who the customers are and what they value; selecting customers carefully; designing products and services that deliver the desired value; designing effective sales and service channels; recruiting and equipping employees to deliver and increase customer value; constant refinement of the value proposition to ensure customer loyalty and retention. Goes on to explain how to execute convergent marketing.

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 12 citations exist upstream.

Papers that cite the same references — the relational fallback while embeddings are still backfilling.