I hope all is well getting ready for Turkey Day! I wanted to pass along a recommendation for a "must read" book that comes out in February. Richard Rosen, a world renowned marketing strategist is publishing his first book called Convergence Marketing - combining brand and direct for unprecedented profits. I've known Richard for quite some time and he has been a great inspiration for many of my foundational concepts as it relates to integrated marketing and direct marketing principals. I've always been impressed with his work and I'm sure will be equally impressed with the upcoming book. It is being published February of 09 and can be found at at most books stores. Here is a link to Barnes and Nobels:
I've also included below a summary of the book:
A revolutionary marketing methodology that dramatically increases demand
In today's world, customers get to decide how and when marketers can reach them. Marketers must understand consumers and engage them early in an empathetic dialogue with respect to their specific concerns. In Convergence Marketing, Richard Rosen introduces Brand-Interaction™ Marketing, a sophisticated convergence of brand marketing and direct marketing developed with more than 20 years of experience, customer knowledge, and business school analytics. Today's global market demands nothing less than this fully integrated approach, wherein all online and offline channels, direct marketing, and brand advertising work together, in design and function. Brand-Interaction Marketing is the key to shifting marketing communication efforts from a cost-based to a profit-driven model.
Richard G. Rosen (Portland, OR) is founder, President, and CEO of AlloyRed, an advertising agency that specializes in building brand-interaction prior to sale. He speaks to and consults on convergence marketing with clients around the world.
Have a great holiday!