{"product_id":"convergence-marketing-isbn-9780470164938","title":"Convergence Marketing","description":"Offering a common language, better processes, and a set of practical tools, \u003ci\u003eConvergence Marketing\u003c\/i\u003e 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. \u003cp\u003eINTRODUCTION XIII\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART I CONVERGENCE OF BRAND AND DIRECT 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCHAPTER 1 WHY CONVERGENCE MARKETING? 3\u003c\/p\u003e \u003cp\u003eCHAPTER 2 GETTING TO CONVERGENCE: WITH THE COMMON LANGUAGE OF RESPECT 17\u003c\/p\u003e \u003cp\u003eCHAPTER 3 CONVERGENCE 23\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART II MEASURING THE INTENTION AND SUCCESS: PROCESS TOOLS AND PRACTICAL APPLICATIONS 39\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCHAPTER 4 ACCELERATE AND DRIVE: THE ROSEN VELOCITY SCALE™ 41\u003c\/p\u003e \u003cp\u003eCHAPTER 5 SALES CYCLE AND CUSTOMER DIALOGUE 71\u003c\/p\u003e \u003cp\u003eCHAPTER 6 THE ASK AND THE OFFER 93\u003c\/p\u003e \u003cp\u003eCHAPTER 7 EXPECTED VALUE OF THE INDIVIDUAL 111\u003c\/p\u003e \u003cp\u003eCHAPTER 8 REAL- TIME ACCOUNTING: NUMBERS THAT WILL SET YOU FREE 125\u003c\/p\u003e \u003cp\u003eCHAPTER 9 THE BRAND-INTERACTION ACCELERATOR 141\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART III PERFORMANCE AND BALANCE 151 \u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCHAPTER 10 ZEN AND THE ART OF . . .THE MOTORCYCLE STORY 153\u003c\/p\u003e \u003cp\u003eCHAPTER 11 A FEW MORE CASE STUDIES 155\u003c\/p\u003e \u003cp\u003eCHAPTER 12 THE LAST WORD 171\u003c\/p\u003e \u003cp\u003eINDEX 179\u003c\/p\u003e   \u003cp\u003e\u003cb\u003eRICHARD G. ROSEN\u003c\/b\u003e 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.    \u003c\/p\u003e\u003cp\u003e\u003cb\u003eConvergence Marketing\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003eHistorically, the school of advertising and the school of business dwell in entirely separate worlds. Each serves the other only to the extent necessary, begrudgingly wishing the other would drop off a cliff, much to the dismay of their CEO. Oddly enough, they both want the same thing—to deliver the goals set in place by the C-suite. The only way to succeed in today's competitive global market is to bring those two schools together. And fortunately, there is finally a common language that allows professionals in advertising and business to fully hear and understand each other, ensuring they move forward together toward that shared goal. \u003ci\u003eConvergence Marketing\u003c\/i\u003e is that new common language. \u003c\/p\u003e\u003cp\u003eFrustrated by the lack of communication between the two schools, Rosen began delving into the complexities of brand marketing and direct marketing in order to create a new kind of marketing that would serve both his analytical business school practicality, as well as his desire to increase client profits. The result is Rosen's Brand-Interaction Marketing \u0026amp; Advertising™ method, a \u003ci\u003econvergence\u003c\/i\u003e of branding and direct marketing that combines the best of both to deliver a better set of tools and processes. This new convergence marketing not only respects the needs of the customer, but also offers the accountability, scalability, projectability, and consistency that corporate executives want—all done faster and for less money. \u003c\/p\u003e\u003cp\u003eOffering a common language, better processes, and a set of practical tools, \u003ci\u003eConvergence Marketing\u003c\/i\u003e 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 business strategy. \u003c\/p\u003e\u003cp\u003e\u003ci\u003eConvergence\u003c\/i\u003e brings brand and direct together within the same silo. And it offers the necessary tools and processes that deliver results. Our global market demands nothing less than this fully integrated approach. \u003ci\u003eConvergence Marketing\u003c\/i\u003e 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.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47988988903653,"sku":"NP9780470164938","price":24.95,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780470164938.jpg?v=1761782332","url":"https:\/\/k12savings.com\/products\/convergence-marketing-isbn-9780470164938","provider":"K12savings","version":"1.0","type":"link"}