Convergence Marketing: Combining Brand and Direct Marketing for Unprecedented Profits

INDEX

A

Accountability

as an agent of change

CFOs and

real-time

as a reason for change

Accounting:

differential

real-time

Advanced Micro Devices (AMD) and

Bose Corporation

Brand-Interaction Worksheet

Dell and

expectations

Actualizing, brand

Advanced Meetings Solution Group

Advanced Micro Devices (AMD)

American Express

Anderson Windows

AOL

Apple

icons

Application service provider (ASP)

Architectural Digest

Attention, Interest, Desire, and Action (AIDA) model

Awareness

building

B

Balance, finding

BEA

Bedbury, Scott

Behavioral change, agents of

Being Direct

Benchmark

Benefits, sales cycle and

Blockers

Book, brand

Book-of-the-Month Club

Bose Corporation

Brand building, basic elements of

Brand-Interaction Accelerator

media and

Brand-interaction points (BIPs)

brand-interaction accelerator

real-time accounting

Brand-Interaction Worksheet

A Brand New World:

Principles for Achieving Brand Leadership in the Twenty-First Century

Branson, Richard

Brief, brand

Burnett, Leo

Business-to-business (B-to-B) marketing, the pipeline and

C

Call-to-action words

Capital, cost of

Capital One

Case, Steve

Cash-on-deliver (COD)

Change, business reason for

Christensen, Clayton M.

Coke

Cold Fusion

Commitment, instant purchase and

Common sense test

Communication, sales cycle and

Compaq Computer

Compressing, sales cycle

Conseco

Consensus, Rosen Velocity Scale and

Consideration

creating

Consistency

Continuity programs

Contribution Margin (CM)

Convergence Marketing Accelerator

Conversation ratios

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