Convergence Marketing

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.

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™ 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