The activation imperative
Subtitle: how to build brands and business by inspiring action
By: William Rosen and Laurence Minsky ; foreword by Rory Sutherland
Contributors: Minsky, Laurence, author; Sutherland, Rory, 1965- author of foreword
Publisher: Rowman & Littlefield
Published: 2017
Language: eng
Number of pages: 203
ISBN-13: 9781442257047
Subjects: Product management; Branding (Marketing)
Description: xvii, 203 pages : 24 cm
Notes: Includes bibliographical references and index.
Table of contents: title: Aim for greater ROI : the activation imperative method; title: Ready, set, AIM; title: Broadcast, billboards, branding, and more; title: Start with the shopper (marketing); title: Connecting with digital, social, and mobile; title: Come and get it : content and in-bound marketing; title: The importance of being direct (database and CRM, too); title: Join us : the world of participation and promotion marketing; title: Are you experiential?; title: Now a word from your sponsor(ships); title: Build your relationship(s) with PR and brand journalism; title: AIM for optimal activation.