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The Activation Imperative : How to Build Brands and Business by Inspiring Action.

Author: William Rosen; Laurence Minsky; Rory Sutherland
Publisher: Blue Ridge Summit : Rowman & Littlefield Publishers, 2016.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
In this actionable roadmap to improved marketing ROI, Rosen and Minsky show how businesses-from Fortune 500s to local entrepreneurs-can manage today's complex and fragmented marketing landscape, respond to consumers' new tech-enabled paths-to-purchase, and overcome behavioral barriers to more effectively and efficiently build brands and business.
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Rosen, William.
Activation Imperative : How to Build Brands and Business by Inspiring Action.
Blue Ridge Summit : Rowman & Littlefield Publishers, ©2016
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: William Rosen; Laurence Minsky; Rory Sutherland
ISBN: 9781442257054 1442257059
OCLC Number: 962157211
Description: 1 online resource (223 pages)
Contents: Acknowledgments; Foreword; Preface; Chapter 1. AIM for Greater ROI: The Activation Imperative Method; Ready, Set, AIM; Broadcast, Billboards, Branding, and More; Start with the Shopper (Marketing); Connecting with Digital, Social, and Mobile; Come and Get It: Content and In-Bound Marketing; The Importance of Being Direct (Database and CRM, Too); Join Us: The World of Participation and Promotion Marketing; Are You Experiential?; Now a Word from Your Sponsor(ships); Build Your Relationship(s) with PR and Brand Journalism; AIM for Optimal Activation; Notes; Index; About the Authors.

Abstract:

In this actionable roadmap to improved marketing ROI, Rosen and Minsky show how businesses-from Fortune 500s to local entrepreneurs-can manage today's complex and fragmented marketing landscape,  Read more...

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Branding is a two-step process: defining the brand and activating the brand. The Activation Imperative is the best that I have seen on activating the brand. -- Philip Kotler, SC Johnson Distinguished Read more...

 
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