A process for managing the re-convergence of marketing functions

Edward C. Malthouse*

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingChapter


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.

Original languageEnglish (US)
Title of host publicationMedia and Convergence Management
PublisherSpringer Berlin Heidelberg
Number of pages10
ISBN (Electronic)9783642361630
ISBN (Print)9783642361623
StatePublished - Jan 1 2013

ASJC Scopus subject areas

  • Economics, Econometrics and Finance(all)
  • General Business, Management and Accounting


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