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Convergence marketing : combining brand and direct for unprecedented profits / Richard G. Rosen with Jane Rosen.
- Format:
- Book
- Author/Creator:
- Rosen, Richard G.
- Language:
- English
- Subjects (All):
- Branding (Marketing).
- Direct marketing.
- Marketing.
- Physical Description:
- 1 online resource (208 p.)
- Edition:
- 1st edition
- Place of Publication:
- Hoboken, N.J. : Wiley, c2009.
- Language Note:
- English
- System Details:
- text file
- Summary:
- 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 resu
- Contents:
- pt. 1. Convergence of brand and direct
- pt. 2. Measuring the intention and success : process tools and practical applications
- pt. 3. Performance and balance.
- Notes:
- Description based upon print version of record.
- Includes bibliographical references and index.
- ISBN:
- 9786612112805
- 9781282112803
- 1282112805
- 9780470403235
- 0470403233
- OCLC:
- 476271014
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