Aggregated Marketing: Driving Side-by-Side with "Centaur"

Author: Yoram J. Wind
Publisher:
Publish Date: 2003-08-01
Features: Endorsed by management guru Peter Drucker and marketing master Philip Kotler! A must-read "bible" for understanding 21st-century consumers.
Today, we have entered the "Centaur" era. Consumer behavior spans multiple channels. They combine the needs and behaviors of humans throughout history with emerging online behaviors, much like the Centaurs in Greek mythology. Equipped with new technology, their limbs run swiftly, while the heart beating within their chest remains the same ancient and unpredictable human heart. This consumer behavior blends traditional and digital, rational and emotional, virtual and real elements. They are not just one of these, but rather a synthesis of them all.
This book primarily focuses on the long-term business opportunities created by the emergence of these hybrid consumers, as well as how companies can transform these opportunities into capital. From a broader perspective, it reveals the strategic impact of "Centaur" consumers on corporate strategy, organizational structure, and marketing.