Convergence Marketing : Combining Brand and Direct Marketing for Unprecedented Profits

by Richard Rosen ( )

• ISBN13: 9780470403242
• ISBN10: 0470403241
• Format: eBook
• Copyright: 2009-03-01
• 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.

Table of Contents

Introduction

Convergence of Brand and Direct.

Why Convergence Marketing?

Getting to Convergence: With the Common Language of Respect

Convergence at Last!

Measuring the Intention and Success: Process Tools and Practical Applications.

Accelerate and Drive: The Rosen Velocity ScaleÖ

Sales Cycle and Customer Dialogue

The Ask and the Offer

Expected Value of the Individual

Real-Time Accounting: Numbers That Will Set You Free

The Brand-Interaction Accelerator

Performance and Balance.

Zen and the Art ofàThe Motorcycle Story

Case Studies

The Last Word

Index

Table of Contents provided by Publisher. All Rights Reserved.