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Informationen zum Autor 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. Klappentext Convergence Marketing"Convergence is the new order of the day. Richard Rosen sounds a clarion call for those in the C-suite to realize there is a new way to go to market. It's all here in this marvelously insightful look at the new reality."-Stan Rapp, founder of the RAPP agency and author of MaxiMarketing"Smart clients know that everything they do-no matter which department drives it-will impact not just their short-term business performance, but the long-term viability of their brand. This book offers a framework for building a much-needed bridge between the linear and shorter-term side of the corporate marketing brain with the more image-driven, longer-term brand-building process. No brand can survive without both. Great brands thrive by removing the hard edge between them and aligning both sides within one framework-the brand itself."-Scott Bedbury, author of A New Brand World: 8 Principles for Achieving Brand Leadership in the 21st Century, founder of Brandstream, and former marketing executive at Starbucks and Nike"Finally, a commonsense approach to contemporary marketing and advertising! Convergence Marketing provides a clear, useful, and uncommonly intelligent view of how all forms of communication can work together... because, to the consumer, it is all advertising, regardless of the form. This is a must-read for anyone who needs to understand how to best evaluate all the ways of reaching and moving the consumer."-Jerry I. Reitman, former executive vice president of The Leo Burnett Company and author of Beyond 2000: The Future of Direct Marketing"Marketing is always about selling something, whether it is selling pure brand image or discounted soap bars. Richard Rosen really gets this, and his Rosen Velocity Scale is one of the best tools I have seen to describe the marketing and sales continuum. In Convergence Marketing, it all comes together, and this is a must-read for all serious marketing professionals."-Patrik Riese, Marketing Director, General Motors Nordic"In this utterly brilliant book, Richard Rosen has found the magic formula. The inventor of convergence marketing and one of the great direct marketing minds has produced the manifesto for a revolution in both practice and policy. ?A must-read to improve the bottom line. Marketing may never look the same again. "-J. Scott Turner, Business Transformation Executive, Ricoh Corporation Zusammenfassung 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. Inhaltsverzeichnis 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-IN...
