by Susan K. Jones and Edward J.
Marketing Convergence: How
the Leading Companies Are Profiting from Integrating Online and
Offline Marketing Strategies will enable you to market
your products and services more effectively using the Internet.
You will increase your
organization’s profitability because you’ll know how to navigate
the minefields of online, interactive, and traditional marketing.
You’ll have the key strategic insights into integrating your
marketing across all media, and you’ll know how those strategies
profitably— he way they have been used by some of the world’s
Section I helps you identify the
key signs to watch--and watch out for--including:
The most profitable ways of
marketing and technology for greater market reach, brand building,
- The truly critical components of
successful convergence and integration.
- How to zero-in on the new
savings—and avoid the new costs—of the new media.
- Rediscovering the power of
testing through Internet “speed-of-light” testing.
- Maintaining the all-important
human touch in all marketing and media channels.
- Putting profitability,
community, and “stickiness” into proper perspective.
Section II gives you the inside
stories of the leaders of marketing convergence—the smart
marketers who avoided the hype and capitalized on the substantial
benefits of integrated marketing strategies and tactics. Some are
well-known, others aren’t. But they share one thing: They used the
strategies in this book to tailor their marketing programs to
profitably meet the online and offline needs of their customers.
The days of gaining instant riches
online with no thought to the basics are gone. So are the days of
broken promises, alienated customers, and disillusioned
stockholders. The tools and hands-on experience chronicled in
Marketing Convergence can make profitable integrated
marketing a reality for you and your every company.
Table of Contents
Foreword by Claire Brand and Scott Robinette
Section I The Strategies
Does the Internet Change
Who Survived the Dot.com Bomb – and
Successful Convergence =
New Savings – And New Costs
The Human Touch “Community” and
Mars and Venus Come to Terms
The Challenges Ahead: Four Areas of
Section II The Leaders
Action Performance: Synergy with
American Blind and Wallpaper
Factory: Making Shopping Fun
Carnival Cruise Lines: Online Sales
Are Not Always the Goal
CDW/CDWG: The Personal Touch
Chicago Symphony Orchestra:
J. C. Whitney: Unlimited Depth of
OnlineOmaha Steaks: An Online
Peapod: Leveraging Logistics
Quixtar: Ditto Delivery
Spiegel: Small Staff/Big Results
Steelcase: The Power of Ensync
Yamaha Band & Orchestra Division:
Executives Interviewed for
What the experts are saying about Marketing Convergence
"…sharpens your understanding of
how to truly achieve marketing convergence and make the Internet
work harder for you..."
-From the Foreword
"…an excellent book packed with the wisdom of experience. Read
this book if you want to learn from some of the true pioneers and
successful veterans of Internet marketing."
Hans Peter Brondmo
Digital Impact Fellow
Author, The Engaged Customer
"Finally – a to-the-point book that
cuts through all the Internet noise – valuable and thought-
rovoking with practical application across all aspects of
E-commerce and Internet Marketing.” -Joe Charno,
Former Vice President,
Online Management and Marketing,
Sears, Roebuck, and Co.
"…an insightful overview of
Internet success and failures. Lessons from their book make it
clear who the winners in the Internet Age will be…” -John D.
The Swiss Colony
"…incredibly practical and
realistic! I lead seminars on Internet Marketing, and I learned a
lot from the living examples from the seasoned veterans in this
-Ashleigh Groce Sawdon
The APG Group
"Today’s marketers understand that
individuals re using multiple media and multiple sales channels…a
great look at how companies will succeed with this new consumer.”
Associate Program of Integrated Marketing Communications
About the authors of
Susan K. Jones is a
Professor of Marketing at Ferris State University in Big Rapids,
Michigan and a partner in the Callaghan Group, LLC in Rosemont,
Illinois. She is author of Creative Strategy in Direct
Marketing and co-author of Selling by Mail and was
named the Charles S. Downs Direct Marketer of the Year for 2002 by
the Chicago Association of Direct Marketing.
Edward J. "Ted" Spiegel is
on the faculty of The Medill School of Journalism and Integrated
Marketing Communications of Northwestern University, a principal
in Spiegel Marketing Associates, a partner in The Callahan Group,
LLC, and for 30 years senior Vice President for Marketing and
Advertising at Spiegel, Inc. A multiple award winner for his work
as both an educator and a practitioner, Spiegel was named one of
the 200 most influential People in Direct Marketing by Target
We accept Visa, MasterCard, American Express, and Discover credit
cards as well as PayPal.
Ordering inside the USA
The cost for Marketing Convergence is only $34.95 plus $7
shipping within the continental United States.
For information on the cost of
International shipping, please
email our order department
and make sure you provide your address to receive a reply with
accurate shipping cost.
Click here to order
Marketing Convergence for only $34.95 plus $7