INTRODUCTION XIII

PART I CONVERGENCE OF BRAND AND DIRECT 1

CHAPTER 1 WHY CONVERGENCE MARKETING? 3

CHAPTER 2 GETTING TO CONVERGENCE: WITH THE COMMON LANGUAGE OF RESPECT 17

CHAPTER 3 CONVERGENCE 23

PART II MEASURING THE INTENTION AND SUCCESS: PROCESS TOOLS AND PRACTICAL APPLICATIONS 39

CHAPTER 4 ACCELERATE AND DRIVE: THE ROSEN VELOCITY SCALE™ 41

CHAPTER 5 SALES CYCLE AND CUSTOMER DIALOGUE 71

CHAPTER 6 THE ASK AND THE OFFER 93

CHAPTER 7 EXPECTED VALUE OF THE INDIVIDUAL 111

CHAPTER 8 REAL- TIME ACCOUNTING: NUMBERS THAT WILL SET YOU FREE 125

CHAPTER 9 THE BRAND-INTERACTION ACCELERATOR 141

PART III PERFORMANCE AND BALANCE 151

CHAPTER 10 ZEN AND THE ART OF . . .THE MOTORCYCLE STORY 153

CHAPTER 11 A FEW MORE CASE STUDIES 155

CHAPTER 12 THE LAST WORD 171

INDEX 179

Convergence Marketing

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 fortunately, 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.