By Richard Rosen
Publish Year : 2009
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From the Inside Flap
Historically, 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 fortu-nately, 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. Convergence Marketing is that new common language.
Frustrated 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 & Advertising method, a convergence 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.
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 business strategy.
Convergence 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. 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.
From the Back Cover
"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
—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
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