TY  - BOOK
AU  - Rosen,Richard G.
AU  - Rosen,Jane
TI  - Convergence marketing: combining brand and direct for unprecedented profits 
SN  - 9780470164938
U1  - 658.8 22
PY  - 2009///
CY  - Hoboken, N.J.
PB  - Wiley
KW  - Branding (Marketing)
KW  - Direct marketing
KW  - Marketing
KW  - Hàng hóa
KW  - Thương hiệu
KW  - Tiếp thị
N1  - 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
ER  -