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The Activation Imperative - How to Build Brands and Business by Inspiring Action (Hardcover)
Loot Price: R1,657
Discovery Miles 16 570
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The Activation Imperative - How to Build Brands and Business by Inspiring Action (Hardcover)
Expected to ship within 10 - 15 working days
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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.
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