William Rosen, Laurence Minsky

Activation Imperative

How to Build Brands and Business by Inspiring Action

• Broschiertes Buch

Produktbeschreibung

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.

Produktdetails

• Verlag: Rowman & Littlefield Publishers
• Seitenzahl: 224
• Erscheinungstermin: 26. Januar 2018
• Englisch
• Abmessung: 229mm x 152mm x 14mm
• Gewicht: 371g
• ISBN-13: 9781538114667
• ISBN-10: 1538114666
• Artikelnr.: 50447467

Autorenporträt

William Rosen, Laurence Minsky

Inhaltsangabe

Acknowledgments
Foreword by Rory Sutherland, Vice- Vice-Chairman, Ogilvy & Mather Group UK
Preface
Chapter 1: AIM for Greater ROI: The Activation Imperative Method
Chapter 2: Ready, Set, AIM
Chapter 3: Broadcast, Billboards, Branding, and More
Chapter 4: Start with the Shopper (Marketing)
Chapter 5: Connecting with Digital, Social, and Mobile
Chapter 6: Come and Get It: Content & In-Bound Marketing
Chapter 7: The Importance of Being Direct (Database & CRM, Too)
Chapter 8: Join Us: The World of Participation & Promotion Marketing
Chapter 9: Are You Experiential?
Chapter 10: Now a Word from Your Sponsor(ships)
Chapter 11: Build Your Relationship(s) with PR & Brand Journalism
Chapter 12: AIM for Optimal Activation
About the Authors
Index