{"product_id":"convergence-marketing-9780470164938","title":"Convergence Marketing","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eOffering a common language, better processes, and a set of practical tools, \u003ci\u003eConvergence Marketing\u003c\/i\u003e 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 overall business strategy. Convergence brings brand and direct together with respect to both disciplines, within the same silos. And it offers the necessary tools and processes that deliver better 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.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eINTRODUCTION XIII\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART I CONVERGENCE OF BRAND AND DIRECT 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCHAPTER 1 WHY CONVERGENCE MARKETING? 3\u003c\/p\u003e \u003cp\u003eCHAPTER 2 GETTING TO CONVERGENCE: WITH THE COMMON LANGUAGE OF RESPECT 17\u003c\/p\u003e \u003cp\u003eCHAPTER 3 CONVERGENCE 23\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART II MEASURING THE INTENTION AND SUCCESS: PROCESS TOOLS AND PRACTICAL APPLICATIONS 39\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCHAPTER 4 ACCELERATE AND DRIVE: THE ROSEN VELOCITY SCALE™ 41\u003c\/p\u003e \u003cp\u003eCHAPTER 5 SALES CYCLE AND CUSTOMER DIALOGUE 71\u003c\/p\u003e \u003cp\u003eCHAPTER 6 THE ASK AND THE OFFER 93\u003c\/p\u003e \u003cp\u003eCHAPTER 7 EXPECTED VALUE OF THE INDIVIDUAL 111\u003c\/p\u003e \u003cp\u003eCHAPTER 8 REAL- TIME ACCOUNTING: NUMBERS THAT WILL SET YOU FREE 125\u003c\/p\u003e \u003cp\u003eCHAPTER 9 THE BRAND-INTERACTION ACCELERATOR 141\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART III PERFORMANCE AND BALANCE 151 \u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCHAPTER 10 ZEN AND THE ART OF . . .THE MOTORCYCLE STORY 153\u003c\/p\u003e \u003cp\u003eCHAPTER 11 A FEW MORE CASE STUDIES 155\u003c\/p\u003e \u003cp\u003eCHAPTER 12 THE LAST WORD 171\u003c\/p\u003e \u003cp\u003eINDEX 179\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49402296959319,"sku":"9780470164938","price":17.09,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780470164938.jpg?v=1730479981","url":"https:\/\/bookcurl.com\/products\/convergence-marketing-9780470164938","provider":"Book Curl","version":"1.0","type":"link"}