 Best Sellers | | Home Convergence Marketing: Combining Brand and Direct Marketing for Unprecedented Profits | |
|  | |  | | | Convergence Marketing: Combining Brand and Direct Marketing for Unprecedented Profits | | | | | SKU:
79633 | | In Stock | | Availability:
Usually ships in 1-2 business days | | Only 1 left in stock, order soon! | | | | | | 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 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. | | | |
List Price:
| $24.95 | |
Our Price:
| $4.99 | |
You Save:
| $19.96 (80%)
|
| | |
|
| | Product Details | | Author: | Richard Rosen | | Hardcover: | 208 pages | | Publisher: | Wiley | | Publication Date: | February 03, 2009 | | Language: | English | | ISBN: | 047016493X | | Product Length: | 6.18 inches | | Product Width: | 0.84 inches | | Product Height: | 9.29 inches | | Product Weight: | 0.7 pounds | | Package Length: | 9.13 inches | | Package Width: | 5.98 inches | | Package Height: | 0.94 inches | | Package Weight: | 0.84 pounds | | Average Customer Rating: |  based on 7 reviews |
| |
| | Customer Reviews | Average Customer Review: ( 7 customer reviews )
Write an online review and share your thoughts with other customers.
Most Helpful Customer Reviews
2 of 2 found the following review helpful:
 Marketing by the Numbers Feb 10, 2009
By R. K. Harper
"Marketing Director"
As the marketing director for a sales-dominated, B2B transportation software services, I report to the Sr VP of Operations. He cares about one thing: does our marketing work? What's the ROI for every dollar we spend -- because I'm a cost center. Our weekly meetings are punctuated by a single expression: show me the numbers.
In our case, the numbers have to do with leads. We know that X leads equal Y engagements by the sales force, and Y engagements yield Z sales based on our historic close ratios. (We get these numbers through web analytics, our CRM, and examining all of our lead sources.)
But how do the integrated marketing campaigns we run perform? Which components of the marketing mix perform better? I.e., what's their ROI?
Here's a book that not only shows you the numbers, it shows you how to get to them: the "velocity" scale that tells you whether an ad is going to promote the brand and/or generate leads or help you clear out your inventory with a bake sale; the brand-interaction worksheet that will show you how to calculate the ROI of individual components of your marketing mix; and the customer dialogue strategy that will help you figure out how to communicate with your prospects based on where they are in their BUYING cycles rather than your SALES cycle. You'll also learn how to turn the "A" leads over to sales, while you cultivate the "B" leads, and chuck the "C" leads -- in fact, your profitability lies in all those "B" leads who will adhere to James Obermayer's Law of 45. (i.e., within a year, 45% of all prospects who raise their hands will buy something that addresses their need -- whether or not they buy it from you.)
There are also some very common sensical notions, such as empathizing with your customer (novel concept), that brand isn't nearly as important as your customers' relationship with the brand, and what works for Apple, Microsoft, Intel, Nike, or Starbucks just might not work for you unless you have beaucouples of money, a visionary CEO, or you might just happen to work for a pretty good company with pretty good products and pretty good people -- but no celebrity CEOs or brands.
I picked up Convergence Marketing because it promised to combine "the school of advertising and the school of business." It does just that.
In fact, after I picked up one copy, I got a dozen more and gave them to the marketing team, the product marketing managers, and the sales directors -- and my boss. We paused the old way of planning -- based on "gut" and historic precedents guided by a percentage of last year's marketing budget factored in with this year's revenue projections. Now we're "marketing by the numbers," so we can accurately measure the return on our marketing investments and feed the winners more and either get rid of or fix the losers -- according to the principles found in Convergence Marketing.
Caution: I mentioned principles in the sentence above. Rather than "can't miss" techniques that some business books tout, you'll get verifiable principles. All you have to do is apply them to your business, whether it's B2B or B2C. The beauty of it is, you only have to try something, test it, measure it, and then do the math.
Just one quibble: the title is a bit misleading. When I saw the words "Convergence Marketing," I thought it had to do with something other than the merger of advertising (creative) and business (numbers.) My guess is that when the 2nd edition comes out, the title will be closer to the essence of the book: Marketing by the Numbers, something my senior VP loves. Me too.
1 of 1 found the following review helpful:
Will be on executive's desks everywhere Feb 09, 2009
By Pam L.
This is a book right for the times. Economic pressures are driving the need for profitable growth. And Rosen's book creates an easy to use roadmap that marries the best of accountability with the best of advertising and marketing. It's straightforward. Well written. And an investment you can count on!
Pam
1 of 1 found the following review helpful:
 Pragmatic & Fun Feb 09, 2009
By Kevin Renner
"Author, In Search of Fatherhood: A Mother Lode of Wisdom from the World of Daughterhood"
This is a nifty book and an entertaining, easy read. There's an important idea in there for marketers and those executives who manage them: That is, you probably don't run a business like the ones in all your business school case studies. You're smaller than IBM or Microsoft. You scrape for every marketing dollar you can devote to growing next year's revenue. You're among the 99% of companies who can't brand-spend their way to success.
So what do you need to do to build your company's brand reputation, and at the same time drive sales leads? You converge your brand and direct marketing efforts. That's a simple but important idea. And the author has a nice tool for showing you how to do it, called the velocity scale.
Anyone in your company who spends money on direct marketing or advertising should get acquainted with the idea.
1 of 1 found the following review helpful:
Great foundation Now go do it!!! Feb 09, 2009
By J. Scott Turner
Richard Rosen's Book Convergence Marketing really does bring home a true way to measure your success and find the bond between the business school and real life. As many try to read and apply the readings of others into practical application. They sometime fall short or say it can't be done. If you can't make this work in your market then, that could be why your market is not working. This thought process and methodology could change your view of business today. Richard provides a foundation to look at things different, you still need to make it work.Convergence Marketing: Combining Brand and Direct Marketing for Unprecedented Profits
1 of 1 found the following review helpful:
 No place for this on your bookshelf Feb 07, 2009
By VP Marketing
"George"
I bought this book because I've seen Mr. Rosen speak on a number of occasions. He is a talented speaker, who at short intervals sounds like his theory for business has merit. But what's really sad is that this book really lacks substance. There's really nothing here for true marketers and business men and women; Mr Rosen clearly has spent too much time in academia.
It's just not realistic for the real world. Hurray for theory but the idea of convergence marketing is just too old for today's fast-moving environment.
Don't bother buying this book.
See all 7 customer reviews on Amazon.com
| |
| |
| |  | |  |
|
Recently Viewed | You may also like ... |
