Convergence Marketing: Combining Brand and Direct Marketing for Unprecedented ProfitsISBN: 978-0-470-16493-8
Hardcover
208 pages
February 2009
 This is a Print-on-Demand title. It will be printed specifically to fill your order. Please allow an additional 10-15 days delivery time. The book is not returnable.
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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
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