A Process for Managing the Re-convergence of Marketing Functions

Edward C. Malthouse ()
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Edward C. Malthouse: Northwestern University

Chapter 8 in Media and Convergence Management, 2013, pp 107-116 from Springer

Abstract: 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.

Keywords: Customer Relationship Management; Direct Marketing; Customer Segment; Customer Lifetime Value; Marketing Department (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-642-36163-0_8

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DOI: 10.1007/978-3-642-36163-0_8

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