Activation Imperative - How to Build Brands and Business By Inspiring Action

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.

List of contents

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

About the author

By William Rosen and Laurence Minsky - Foreword by Rory Sutherland

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.

Product details

• Authors: Laurence Minsky, Minsky Laurence, William Rosen, William Minsky Rosen, Rosen William
• Assisted by: Sutherland Rory (Foreword)
• Publisher: Rowman and Littlefield
• Languages: English
• Product format: Hardback
• Released: 31.12.2016
• EAN: 9781442257047
• ISBN: 978-1-4422-5704-7
• No. of pages: 222
• Subjects: Social sciences, law, business > Business > Advertising, marketing; Advertising, Market research, BUSINESS & ECONOMICS / Leadership, BUSINESS & ECONOMICS / Advertising & Promotion, BUSINESS & ECONOMICS / Marketing / Research, BUSINESS & ECONOMICS / Motivational, Management: leadership & motivation, Management: leadership and motivation