Convergence Marketing Combining Brand and Direct Marketing for Unprecedented Profits

by Rosen, Richard; Rosen, Jane C.

• ISBN13: 9780470164938
• ISBN10: 047016493X
• Edition: 1st
• Format: Hardcover
• Copyright: 2009-02-03
• Publisher: Wiley

Summary

Offering a common language, better processes, and a set of practical tools, Convergence Marketing is a real-world guide that successfully combines the best of brand and direct into something more powerful and effective than either can be on its own. Convergence marketing offers the kind of real-time accountability that positions marketing as a vital and effective component of leadership's overall business strategy. Convergence brings brand and direct together with respect to both disciplines, within the same silos. And it offers the necessary tools and processes that deliver better results. Our global market demands nothing less than this fully integrated approach. Convergence Marketing is the key to shifting marketing communications efforts from a cost-based to a profit-driven model and will have your CFO begging you to spend more money.

Author Biography

RICHARD G. ROSEN is founder, President, and CEO of ROSEN, a global consultancy firm that specializes in transforming marketing and advertising campaigns into cost-effective business models. As the originator and chief architect of Convergence Marketing, he consults with recognized brand-name clients, and presents to business and academic forums throughout the world. His firm has received 28 Echo Awards, and Richard has received the Caples Organization’s Emerson Award and the first "B-to-B Marketer of the Year Award" by the International Direct Marketing Association.

Table of Contents

Introduction	p. xiii
Convergence of Brand and Direct	p. 1
Why Convergence Marketing?	p. 3
Getting to Convergence: With the Common Language of Respect	p. 17
Convergence	p. 23
Measuring the Intention and Success: Process Tools and Practical Applications	p. 39
Accelerate and Drive: The Rosen Velocity Scale	p. 41
Sales Cycle and Customer Dialogue	p. 71
The Ask and the Offer	p. 93
Expected Value of the Individual	p. 111
Real-Time Accounting: Numbers That Will Set You Free	p. 125
The Brand-Interaction Accelerator	p. 141
Performance and Balance	p. 151
Zen and the Art of ... The Motorcycle Story	p. 153
A Few More Case Studies	p. 155
The Last Word	p. 171
Index	p. 179
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