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Erschienen in:

2013 | OriginalPaper | Buchkapitel

8. A Process for Managing the Re-convergence of Marketing Functions

verfasst von : Edward C. Malthouse

Erschienen in: Media and Convergence Management

Verlag: Springer Berlin Heidelberg

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Abstract

This chapter describes how, over the past century, marketing has splintered into numerous subfields and identifies market forces that are now forcing them to re-converge. Subfields such as advertising, direct marketing, CRM, and marketing research are expanding their scope and borrowing approaches from sibling fields. We propose a process for managing across all customer touch points that incorporates key concepts and methods from the converging subfields.

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Vorheriges Kapitel Convergence in Global Markets: The Great Standardization Versus Localization Debate Is (Finally) Put to Rest

Nächstes Kapitel Cross-media Advertising: Brand Promotion in an Age of Media Convergence

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“The term interactive, as we interpret it, points to two features of communications: the ability to address an individual and the ability to gather and remember the responses of that individual. Those two features make possible a third: the ability to address the individual once more in a way that takes into account his or her unique response.” (Deighton 1996, p. 151).

It could be that not investing resources in a high-value customer causes the customer to defect. In this case CLV would decrease, suggesting the company should have invested in the high-value customer. Again, the rule is to invest resources where they will increase CLV.

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Titel: A Process for Managing the Re-convergence of Marketing Functions
verfasst von: Edward C. Malthouse
Verlag: Springer Berlin Heidelberg
Buch: Media and Convergence Management
Print ISBN: 978-3-642-36162-3

Electronic ISBN: 978-3-642-36163-0

Copyright-Jahr: 2013
DOI: https://doi.org/10.1007/978-3-642-36163-0_8