Myths and realities as we pick through the wreckage of the so called dot com revolution there is one piece of the puzzle that is consistently missing the consumer. Todays consumer is a centaur a new hybrid whos mastering the latest technologies but is still driven by age old human desires and motivations. Convergence marketing strategies for reaching the new hybrid consumer yoram jerry r wind vijay mahajan on amazoncom free shipping on qualifying offers illuminates the centaur showing what todays customers can do what theyre choosing to do how theyre evolving. Convergence strategies offer a variety of opportunities for generating new revenues reducing costs and creating valuable options for the future changing mind sets there is emerging evidence of the immediate benefits of convergence strategies if investments are made strategically but these short term gains are not the only opportunity. Request pdf on researchgate on jan 1 2002 yoram wind and others published convergence marketing strategies for reaching the new hybrid consumer
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