Abstract
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 language | English (US) |
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Title of host publication | Media and Convergence Management |
Publisher | Springer Berlin Heidelberg |
Pages | 107-116 |
Number of pages | 10 |
ISBN (Electronic) | 9783642361630 |
ISBN (Print) | 9783642361623 |
DOIs | |
State | Published - Jan 1 2013 |
ASJC Scopus subject areas
- Economics, Econometrics and Finance(all)
- General Business, Management and Accounting