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"Convergence is the new order of the day. Richard Rosen sounds a clarion call for those in the C-suite to realize there is a new way to go to market. It’s all here in this marvelously insightful look at the new reality."
Stan Rapp, founder of the RAPP agency and author of MaxiMarketing
"Smart clients know that everything they do - no matter which department drives it - will impact not just their short term business performance but the long term viability of their brand. This book offers a framework for building a much-needed bridge between the linear and shorter-term side of the corporate marketing brain with the more image-driven, longer-term brand building process. No brand can survive without both. Great brands thrive by removing the hard edge between them and aligning both sides within one framework - the brand itself."
Scott Bedbury,
Author of "A New Brand World; 8 Principles for Achieving Brand Leadership in the 21st Century"
Founder of Brandstream and former marketing executive for Starbucks and Nike
"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"
"Marketing is always about selling something, whether it is selling pure brand image or discounted soap bars. Richard Rosen really gets this, and his Rosen Velocity Scale™ is one of the best tools I have seen to describe the marketing & sales continuum. In Convergence Marketing, it all comes together and this is a must-read for all serious marketing professionals."
Patrik Riese, Marketing Director
General Motors Nordic
"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
"The current approaches to communication are no longer enough – the world is saturated with too many messages that overwhelms consumers. Today's marketing communications have to work harder and be more effective than ever before. Convergence Marketing guides you through an intuitive approach that turbo-charges your messages delivering greater impact and leverage of your marketing investment."
Merle Marting, Senior Vice President
Global Business
TaylorMade
"Richard Rosen has been a pioneer in bringing the science of direct together with the art of brand. Convergence Marketing is a high velocity tour of market tested techniques for combining advertising that moves you with brand direct discipline that compels customers to action."
Robert L. Solomon, Senior Vice President & Chief Marketing Officer
Outrigger Enterprises Group
"Convergence Marketing is a 'must read' for anyone involved in advanced TV advertising struggling with the disconnect between Media and Creative. As TV advertising becomes more targeted and measurable it is imperative that these two worlds come together around common objectives. Convergence Marketing provides the road map."
Tony Coulson, Director
Comcast Spotlight
"Rosen combines real world experience with visionary thinking to create an actionable road map to marketing success. Marketers looking to dramatically improve their campaign effectiveness and simultaneously break down organizational silos should read Convergence Marketing."
Ian Oxman, Senior Vice President of Marketing
Sage Software
"Richard has hit a home run with this book. His ability to break down the language barriers and to build confidence for the C-suite is dynamite. Dynamite that turns into profits. In today's cluttered and noisy market, empathizing with the customer and building a nurturing relationship is what it is all about. Richard Rosen gets it. And you will too by using the principles as laid out in this book."
Thomas M Shannon, Director Of Revenue Management (retired)
Puget Sound Energy
"Convergence Marketing is the manual all marketers have been waiting for! Richard Rosen has distilled in a very handy book, the lessons of a lifetime as a practitioner of marketing and advertising. This is a handbook designed to give real help, real advice and real results! It is easy to read, well documented with case studies and examples, and full of wisdom. Whether you are a CEO, CFO, CIO or in marketing, sales or advertising, whenever you are looking at brand building, or planning marketing strategies, advertising or sales, read this book. It has something in it for you."
Alastair Tempest, Director General
Federation of European Direct & Interactive Marketing (FEDMA)
"Very relevant for today’s advertising and marketing executives who struggle with finding solutions that meet both brand and sales objectives. Rosen’s Velocity Scale™ is an effective analytical tool to improve your investment and creative decision-making skills. Valuable to anyone interested in making brand advertising far more accountable."
Becky Chidester, President
Wunderman New York
"What we have here is a ‘failure to communicate’ because many of the fundamental assumptions we make about how people consume media need to be challenged and rethought. That’s just what Richard Rosen does in this book –and he goes even further by outlining pathways to focus and converge media streams to create business impact in today’s world. A great and practical read for anyone in business communications."
Ralph A. Oliva, Executive Director,
Institute for the Study of Business Markets, Penn State
"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
"The Rosen’s Velocity Scale™ is a powerful and relevant tool for 21st century marketers. Rosen's message ought not to be ignored. He is urging marketers to innovate and march forward by building on his successes. What better time than NOW to rewrite the rules of marketing."
Ann M. Jelito, President, Right Time Coaching and Consulting
Formerly Sr. Director of Training, Association of National Advertisers (ANA)
"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
"Business schools and marketing books teach countless lessons from the likes of Microsoft, Intel, Nike and Starbucks. Yet few of us work in multi-billion-dollar companies with gross margins north of 60%, that is, with a lot of marketing slack in the system. For the rest of us, Richard Rosen has helpful advice. Namely, get your brand building and direct marketing to converge for more acceleration in the customer’s buying process. This is a pragmatic book for the marketing veteran and novice alike."
Kevin Renner, Global Marketing Director
FEI Company
"Convergence Marketing provides a practical and innovative guide for all levels of management to balance brand-building tools with powerful direct marketing techniques. Rosen draws on a wealth of personal experience and dozens of real examples to explain why convergence between brand building and DM matters and exactly how it can be achieved faster driving more profits. This is a must read for anyone who wants to get the most out of their efforts to communicate effectively and efficiently with customers."
Dennis R. Howard, Dean and Philip H. Knight Professor of Business
Charles H. Lundquist College of Business
University of Oregon
"This is a book that the business world has been waiting many years for. My company has been a keen follower of Richard Rosen’s theories for many years and his methods have brought us great successes across a number of products and brands, so I would strongly recommend this book to anyone who wishes to significantly improve their marketing and advertising ROI. Convergence Marketing is sure to become the industry bible for bridging the gap between brand building and direct response. It will give you all the necessary tools to efficiently leverage your every marketing dollar; to not only alert customers of your presence, but to lead them to actively respond, build relationships with you, and most importantly buy from you."
Sandi Cesko, President
Studio Moderna
Ljubljana, Slovenia
"Convergence Marketing underscores the fact that most marketing is going direct. The combination of brand and direct highlights the power of direct, encompassing relevance and responsibility, leading to results."
John A. Greco Jr., President & CEO
Direct Marketing Association
"Marketing professionals are now living in a world of “and.” Push and pull communications; offline and online; print and video; paid and non-paid media. Effectiveness demands leveraging this “and.” It demands integrating marketing communications around and for the consumer. Convergence Marketing does a great job of illustrating why and how."
Tom Collinger, Associate Dean, Department Chair
Medill Integrated Marketing Communications Program
Northwestern University
"Richard Rosen's book shows you how to maximize the benefits of brand advertising and the best of direct. It does not create a false merger, but combines the best of both disciplines. It is based on a thorough understanding of the customer and their point in sales cycle. The final touch, which really matters, is how by using appropriate financial measures a company can measure the value of its customer profitability. I thoroughly recommend this book. It is full of anecdotal business examples which bring practicality to the text. The tools and processes covered, if followed properly, will deliver accountability, scalability and consistency."
Professor Derek Holder, FIDM, Managing Director and Founder
The Institute of Direct Marketing
"I have been looking for something like Rosen’s Velocity Scale™ for years. This will let me talk with my clients using a language we can all understand. And the fact that I can provide immediate response at each level of the scale will help me guide my clients in spending their shrinking marketing dollars wisely. Richard Rosen makes this concept clear and simple. I can’t wait to begin using it."
Betsy Ashton, Marketing and Public Relations Consultant
BearingPoint
"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
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