Articles liés à Activation Imperative, The: How to Build Brands and...

Activation Imperative, The: How to Build Brands and Business by Inspiring Action - Couverture souple

Rosen, William

 
9781538114667: Activation Imperative, The: How to Build Brands and Business by Inspiring Action
Couverture souple
ISBN 10 : 1538114666 ISBN 13 : 9781538114667
Editeur : Rowman & Littlefield, 2018

Synopsis

How can marketers navigate the growing array of marketing specialties, multiplying media options and data sources, and increasing content saturation to improve effectiveness and return on investment? 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.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos des auteurs

WILLIAM ROSEN is chief executive officer of VSA Partners, one of the world's preeminent branding and marketing firms, and former president and chief creative officer of North America at Arc Worldwide, the global marketing company of Leo Burnett Worldwide. Widely recognized as a leader in cross-channel marketing and branding, he has been honored with hundreds of awards around the world and served as president of the jury at the Cannes Lions International Festival of Creativity.

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.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Rowman & Littlefield
Date d'édition
2018
Langue
anglais
ISBN 10 
1538114666
ISBN 13 
9781538114667
Reliure
Broché
Nombre de pages
222
Coordonnées du fabricant
Rowman & Littlefield
https://rowman.com/

4501 Forbes Blvd, Suite 200
Lanham
MD
20706
Etats-Unis
Personne responsable
gpsr@libri.de
gpsr@libri.de

Friedensallee 273
Hamburg
22763
Allemagne