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Convergent marketing: executing on the promise of 1:1

Carla E. McEachern (Manager of the Consulting Services Division, Customer Insight Company, USA)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 October 1998

1003

Abstract

Asserts that since there are new competitors in almost every industry, businesses are needing to adapt their systems to more effectively meet the needs of customers. Argues that in this climate customer‐centric marketing is more effective than product‐oriented marketing. Decribes the features and benefits of convergent marketing, which is a fully customer‐centric approach to marketing. There are six guiding principles to convergent marketing: understanding who the customers are and what they value; selecting customers carefully; designing products and services that deliver the desired value; designing effective sales and service channels; recruiting and equipping employees to deliver and increase customer value; constant refinement of the value proposition to ensure customer loyalty and retention. Goes on to explain how to execute convergent marketing.

Keywords

Citation

McEachern, C.E. (1998), "Convergent marketing: executing on the promise of 1:1", Journal of Consumer Marketing, Vol. 15 No. 5, pp. 481-490. https://doi.org/10.1108/07363769810235956

Publisher

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MCB UP Ltd

Copyright © 1998, MCB UP Limited

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