Convergence Marketing Combining Brand and Direct Marketing for Unprecedented Profits
by on 2013-06-26 14:45:53, Revised
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Convergence Marketing Combining Brand and Direct Marketing for Unprecedented Profits
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 151 Stan Rapp founder of the RAPP agency and author of MaxiMarketing Smart clients know that everything they do 151 no matter which department drives it 151 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 151 the brand itself 151 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 151 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 151 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 151 J Scott Turner Business Transformation Executive Ricoh Corporation
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