Activation Imperative : How to Build Brands and Business by Inspiring Action
Rosen, William; Minsky, Laurence; Sutherland, Rory (FRW)
Language: English
Published by Rowman & Littlefield, 2016
- Hardcover
- New
Seller: GreatBookPrices, Columbia, MD, U.S.A.GreatBookPrices
AbeBooks seller since April 6, 2009
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- Title
- Activation Imperative : How to Build Brands and Business by Inspiring Action
- Author
- Rosen, William; Minsky, Laurence; Sutherland, Rory (FRW)
- Publisher
- Rowman & Littlefield
- Publication year
- 2016
- Condition
- New
- Binding
- Hardcover
- Language
- English
- ISBN 10
- 1442257040
- ISBN 13
- 9781442257047
How can they provide consumers with seamless experiences of value across channels that overcome behavioral barriers and actually deliver results?
In The Activation Imperative, William Rosen and Laurence Minsky provide a straightforward guide for marketers to move beyond building brands to activating them—from simply projecting what a brand is to optimizing what it does—to move people closer to transaction.
Drawing on years of research and experience with the world’s most sophisticated brands, Rosen and Minsky share a unifying cross-discipline marketing approach designed to impact critical behaviors and more effectively drive business results. They reveal how today’s more personalized and trackable communications illuminate tremendous diversity in paths-to-purchase and explain how to leverage this data to develop more effective strategies and creative targeted to individual inflection points. With actionable advice and best-in-class examples, Rosen and Minsky offer marketers a road map to manage today’s increasingly fragmented marketing landscape to more effectively and efficiently build brands and business.
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About the Author
Laurence Minsky is professor of communications at Columbia College in Chicago and consults for leading agencies, corporations, and nonprofits. He co-authored Audio Branding,The Activation Imperative and seven other acclaimed business books.
"About the title" may belong to another edition of this title.
GreatBookPrices
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