Convergence Marketing: Strategies for Reaching the New Hybrid Consumer

First off, what's a centaur? For these authors, a centaur is a customer who lives both online and offline and buys accordingly. So knowledgeable marketers need to understand why centaurs make certain choices and then how to channel their attention to maximum advantage. This book provides a very good synthesis of why a number of dot-coms failed to understand their customers' needs; but more importantly, it offers shrewd advice on how to tailor your marketing strategy (and ultimately your organization) to attract these more sophisticated customers. For example, discard the traditional hunting jargon of marketing, with its terms like "targeting" and "guerilla marketing," and instead consider how your technology can operate as glue that binds the company and consumers. As the authors caution, "The advances of technology in the future will only bring our human needs into sharper relief and make the demand for convergence marketing strategies all the more urgent."