A revolutionary marketing methodology that dramatically increases demand In today's world, customers get to decide how and when marketers can reach them. Marketers must understand consumers and engage them early in an empathetic dialogue with respect to their specific concerns. In Convergence Marketing, Richard Rosen introduces Brand-Interaction(TM) Marketing, a sophisticated convergence of brand marketing and direct marketing developed with more than 20 years of experience, customer knowledge, and business school analytics. Today's global market demands nothing less than this fully integrated approach, wherein all online and offline channels, direct marketing, and brand advertising work together, in design and function. Brand-Interaction Marketing is the key to shifting marketing communication efforts from a cost-based to a profit-driven model. Richard G. Rosen (Portland, OR) is founder, President, and CEO of AlloyRed, an advertising agency that specializes in building brand-interaction prior to sale. He speaks to and consults on convergence marketing with clients around the world.

Table of Contents

Introduction.Part One. Convergence of Brand and Direct.Chapter 1. Why Convergence Marketing?Chapter 2. Getting to Convergence: With the Common Language of Respect.Chapter 3. Convergence at Last!Part Two. Measuring the Intention and Success: Process Tools and Practical Applications.Chapter 4. Accelerate and Drive: The Rosen Velocity Scale(t).Chapter 5. Sales Cycle and Customer Dialogue.Chapter 6. The Ask and the Offer.Chapter 7. Expected Value of the Individual.Chapter 8. Real-Time Accounting: Numbers That Will Set You Free.Chapter 9. The Brand-Interaction Accelerator.Part Three. Performance and Balance.Chapter 10. Zen and the Art of...The Motorcycle Story.Chapter 11. Case Studies.Chapter 12. The Last Word.Index.

Author Biography

RICHARD G. ROSEN is founder, President, and CEO of ROSEN, a global consultancy firm that specializes in transforming marketing and advertising campaigns into cost-effective business models. As the originator and chief architect of Convergence Marketing, he consults with recognized brand-name clients, and presents to business and academic forums throughout the world. His firm has received 28 Echo Awards, and Richard has received the Caples Organization's Emerson Award and the first "B-to-B Marketer of the Year Award" by the International Direct Marketing Association.