Richard G. Rosen - Convergence Marketing


	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. The result of more than twenty years in the trenches of competitive marketing, Richard Rosen fuses business school analytics with creative marketing and advertising for a new communication method that actually creates profit while strengthening brand loyalty. Read an excerpt.

"Finally, a common sense approach to contemporary marketing and advertising! Convergence Marketing provides a clear, useful and uncommonly intelligent view of how all forms of communication can work together ... because to the consumer it is all advertising, regardless of the form. This is a must read for anyone who needs to understand how to best evaluate all the ways of reaching and moving the consumer." Jerry I. Reitman, Executive Vice President (retired) The Leo Burnett Company Author of "Beyond 2000: The Future of Direct Marketing" Next "In this utterly brilliant book, Richard Rosen has found the magic formula. The inventor of Convergence Marketing and one of the great direct marketing minds has produced the manifesto for a revolution in both practice and policy. A must read to improve the bottom line; marketing may never look the same again." J. Scott Turner Ricoh Corporation, Business Transformation Executive University of Chicago GSB, MBA Next "Convergence Marketing is a solution whose time has come. In a world where the economic pressures are driving the need for more effective growth, Richard has come up with a simple and compelling roadmap that brings together the best of advertising and the best of business. This is one of those books that you are going see on a lot of successful executive’s desks. Don’t miss it." Pam Maphis Larrick, Former CEO of FCBi Worldwide and CEO of MRM Partners Worldwide Next "As a leader of major service businesses, I know that marketing is important but all of that brand, image, direct, indirect … it can make an operations executive’s head spin. Using the Rosen’s Velocity Scale™ can help me target my message to my customer and make an investment that yields real returns using scarce resources to benefit my business." Chris Wallace, Senior Vice President, Customer Services NCR Corporation Next "Convergence Marketing: Combining Brand and Direct for Unprecedented Profits is perhaps the most important and thoughtful book on how to sell to customers at a distance since Lester Wunderman’s Being Direct. It is my sincere wish that this book be translated into as many languages as possible to enable marketers worldwide to benefit from the wisdom and sheer practical beauty of this book. It will bring together the finance, sales, marketing and direct marketing functions and enable them to understand this kind of marketing exercise from each of their respective professional needs viewpoints. This deserves to be considered by every marketer to be a must-read, and she should buy extra copies for finance and sales." Charles Prescott, Vice President International Direct Marketing Association, USA Next

Richard G. Rosen is founder, President, and CEO of ROSEN, a global consultancy firm that specializes in transforming marketing and advertising campaigns into cost-effective business models. As the originator and chief architect of Convergence Marketing, he consults with recognized brand-name clients, and presents to business and academic forums throughout the world. His firm has received 28 Echo Awards, and Richard has received the Caples Organization’s Emerson Award and the first “B-to-B Marketer of the Year Award” by the International Direct Marketing Association.