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Convergence Marketing: Combining Brand and Direct Marketing for Unprecedented Profits

Book Description

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.

Table of Contents

  1. Praise
  2. Title Page
  3. Copyright Page
  4. Dedication
  5. Introduction
  6. I - CONVERGENCE OF BRAND AND DIRECT
    1. Chapter 1 - WHY CONVERGENCE MARKETING ?
      1. EARLY CROSSROADS: WHEN TWO PATHS CONVERGED
      2. THE TRADITIONAL MODEL VERSUS BUILDING BRAND AND DEMAND
      3. THE TRADITIONAL MODEL OF CLASSIC ADVERTISING
      4. THE BUSINESS REASON FOR CHANGE
      5. THE END OF THE TRADITIONAL MODEL: A FOND FAREWELL
    2. Chapter 2 - GETTING TO CONVERGENCE
      1. THE FINE ART OF BALANCING BRAND AND DIRECT
    3. Chapter 3 - CONVERGENCE
      1. THE BEST OF BRAND + THE BEST OF DIRECT + SALES, POWERED BY FINANCE = SUCCESS
      2. GETTING STARTED WITH CONVERGENCE
      3. MEET THE PRIMARY DRIVERS
  7. II - MEASURING THE INTENTION AND SUCCESS: PROCESS TOOLS AND PRACTICAL APPLICATIONS
    1. Chapter 4 - ACCELERATE AND DRIVE
      1. THE VISUAL MANIFESTATION OF THE GOAL
      2. SURE, BUT WILL IT FLY? CRITERIA FOR THE ROSEN VELOCITY SCALE
      3. WHERE ARE YOU ON THE VELOCITY SCALE?
      4. TESTING THE VELOCITY SCALE WITH THE BIG KIDS AT GENERAL MOTORS
      5. REAL-TIME ACCOUNTABILITY AND THE KILLER APP
    2. Chapter 5 - SALES CYCLE AND CUSTOMER DIALOGUE
      1. HOW DO WE DECIDE WHAT TO BUY?
      2. TRY THIS AT HOME
      3. THE SALES CYCLE AND HOW IT DRIVES DIALOGUE STRATEGY
      4. GOING FULL CIRCLE
    3. Chapter 6 - THE ASK AND THE OFFER
      1. MORE MEANINGFUL HEADLINES
      2. BEHAVIORAL CHANGE AGENTS: THE OFFER
      3. TRANSFORMING THOUGHT
      4. PRACTICAL APPLICATIONS
    4. Chapter 7 - EXPECTED VALUE OF THE INDIVIDUAL
      1. -
      2. WHY WORKING WITH FINANCE CHANGES EVERYTHING
      3. DIFFERENTIAL ACCOUNTING
    5. Chapter 8 - REAL-TIME ACCOUNTING
      1. WINNING BIG WITH MICHAEL DELL
      2. CONVERGENCE: THE DA VINCI CODE OF ADVERTISING
      3. THE WORKSHEET: TRANSFORMING THE WAY YOU SEE MARKETING AND ADVERTISING
    6. Chapter 9 - THE BRAND-INTERACTION ACCELERATORâ„¢
      1. BRAND-INTERACTION MEDIA
      2. WHAT HAPPENS WHEN WE PUT IT ALL TOGETHER
  8. III - PERFORMANCE AND BALANCE
    1. Chapter 10 - ZEN AND THE ART OF . . . THE MOTORCYCLE STORY
      1. WE CAN FLY
    2. Chapter 11 - A FEW MORE CASE STUDIES
      1. TANGO
      2. FRONTERA: DOGS AND ICE CREAM
    3. Chapter 12 - THE LAST WORD
      1. SEEING THE RESULTS
      2. RUNNING TO THE NEXT MEDIA
  9. INDEX