Aggregated marketing and Centaur ride side by side

Author: (USA) Wind et al.
Publisher:
Publish Date: 2003-08-01
Features: By comparing traditional marketing theories with emerging e-commerce marketing methods, the author utilizes numerous real-world business cases and commercial data to elaborate on a brand-new concept: for companies to achieve success in the future market, they must not only master classic marketing theories but also fully understand and apply modern marketing methods, integrating both old and new approaches. Through the theory of "aggregated marketing," businesses can more fully understand and meet customer needs, alter their business strategies, and reorganize their resources, thereby enhancing their market competitiveness. Today, we have entered the "centaur" era. Consumer behavior spans multiple channels. They combine the needs and behaviors of humans from ancient times with emerging online behaviors, much like the centaur in Greek mythology, with limbs equipped by new technology running swiftly, yet with the heart beating the same ancient and unpredictable human rhythm. This consumer behavior blends traditional and digital, rational and emotional, virtual and real elements. This consumer is not one or the other but a product of their combination. This book primarily focuses on the long-term business opportunities created by the emergence of these "centaur" consumers and how companies can transform these opportunities into capital. From a broader perspective, it reveals the strategic impact of the "centaur" consumer on corporate strategy, organizational structure, and marketing.