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Convergence marketing : combining brand and direct for unprecedented profits /

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...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Rosen, Richard G.
Otros Autores: Rosen, Jane
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Hoboken, N.J. : John Wiley & Sons, ©2009.
Temas:
Acceso en línea:Texto completo (Requiere registro previo con correo institucional)
Tabla de Contenidos:
  • pt. I Convergence of Brand and Direct
  • Ch. 1 Why Convergence Marketing?
  • Ch. 2 Getting to Convergence: With the Common Language of Respect
  • Ch. 3 Convergence
  • pt. II Measuring the Intention and Success: Process Tools and Practical Applications
  • Ch. 4 Accelerate and Drive; The Rosen Velocity Scale
  • Ch. 5 Sales Cycle and Customer Dialogue
  • Ch. 6 The Ask and the Offer
  • Ch. 7 Expected Value of the Individual
  • Ch. 8 Real-Time Accounting: Numbers That Will Set You Free
  • Ch. 9 The Brand-Interaction Accelerator
  • pt. III Performance and Balance
  • Ch. 10 Zen and the Art of ... the Motorcycle Story
  • Ch. 11 A Few More Case Studies
  • Ch. 12 The Last Word.