Jane C. Rosen & Richard Rosen 
Convergence Marketing 
Combining Brand and Direct Marketing for Unprecedented Profits

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.

Mục lục

INTRODUCTION XIII

PART I CONVERGENCE OF BRAND AND DIRECT 1

CHAPTER 1 WHY CONVERGENCE MARKETING? 3

CHAPTER 2 GETTING TO CONVERGENCE: WITH THE COMMON LANGUAGE OF RESPECT 17

CHAPTER 3 CONVERGENCE 23

PART II MEASURING THE INTENTION AND SUCCESS: PROCESS TOOLS AND PRACTICAL APPLICATIONS 39

CHAPTER 4 ACCELERATE AND DRIVE: THE ROSEN VELOCITY SCALE(TM) 41

CHAPTER 5 SALES CYCLE AND CUSTOMER DIALOGUE 71

CHAPTER 6 THE ASK AND THE OFFER 93

CHAPTER 7 EXPECTED VALUE OF THE INDIVIDUAL 111

CHAPTER 8 REAL- TIME ACCOUNTING: NUMBERS THAT WILL SET YOU FREE 125

CHAPTER 9 THE BRAND-INTERACTION ACCELERATOR 141

PART III PERFORMANCE AND BALANCE 151

CHAPTER 10 ZEN AND THE ART OF . . .THE MOTORCYCLE STORY 153

CHAPTER 11 A FEW MORE CASE STUDIES 155

CHAPTER 12 THE LAST WORD 171

INDEX 179

Giới thiệu về tác giả

RICHARD G. ROSEN is founder, President, and CEO of ROSEN, a global consultancy that specializes in transforming marketing and advertising campaigns into cost-effective business models. He speaks to and consults on convergence marketing with recognized brand-name clients around the world. His firm has received twenty-eight Echo Awards, and Richard has received the Caples Organization’s Emerson Award and the first ever ‘B-to-B Marketer of the Year Award’ from the International Direct Marketing Association. To get in on the dialogue, visit www.rgrosen.com.