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.

Hardly a week passes without some high-profile court case that features intellectual property at its center. But how did the belief that one could own an idea come about? And how did that belief change the way humankind lives and works? William Rosen, author of Justinian's Flea, seeks to answer these questions and more with The Most Powerful Idea in the World. A lively and passionate study of the engineering and scientific breakthroughs that led to the steam engine, this book argues that the very notion of intellectual property drove not only the invention of the steam engine but also the entire Industrial Revolution: history's first sustained era of economic improvement. To do so, Rosen conjures up an eccentric cast of characters, including the legal philosophers who enabled most the inventive society in millennia, and the scientists and inventors--Thomas Newcomen, Robert Boyle, and James Watt--who helped to create and perfect the steam engine over the centuries. With wit and wide-ranging curiosity, Rosen explores the power of creativity, capital, and collaboration in the brilliant engineering of the steam engine and how this power source, which fueled factories, ships, and railroads, changed human history. Deeply informative and never dull, Rosen's account of one of the most important inventions made by humans is a rollicking ride through history, with careful scholarship and fast-paced prose in equal measure.

In the middle of the sixth century, the world's smallest organism collided with the world's mightiest empire. With the death of twenty-five million people, the Roman Empire, under her last great emperor, Justinian, was decimated. Before Yersinia pestis, the bacterium that carries bubonic plague, was finished, both the Roman and Persian empires were easy pickings for the armies of Muhammad on their conquering march out of Arabia. In its wake, the plague - history's first pandemic - marked the transition from the age of Mediterranean empires to the age of European nation-states - from antiquity to the medieval world. A narrative history that melds contemporary sources with modern disciplines, Justinian's Flea is a unique account of one of history's great turning points - the summer of 542 - revealed through the experiences of the remarkable individuals whose lives are a window onto a remarkable age: Justinian, his general Belisarius, the greatest soldier between Caesar and Saladin; his architect, Anthemius who built Constantinople's Hagia Sophia (and whose brother, Alexander, was the great physician of the plague years); Tribonian, the jurist who created the Justinianic Code; and, finally, his empress Theodora, the one-time prostitute who became co-ruler of the empire, the most politically powerful woman in European history until Elizabeth I.

The epic history of how antibiotics were born, saving millions of lives and creating a vast new industry known as Big Pharma. As late as the 1930s, virtually no drug intended for sickness did any good; doctors could set bones, deliver babies, and offer palliative care. That all changed in less than a generation with the discovery and development of a new category of medicine known as antibiotics. By 1955, the age-old evolutionary relationship between humans and microbes had been transformed, trivializing once-deadly infections. William Rosen captures this revolution with all its false starts, lucky surprises, and eccentric characters. He explains why, given the complex nature of bacteria-and their ability to rapidly evolve into new forms-the only way to locate and test potential antibiotic strains is by large-scale, systematic, trial-and-error experimentation. Organizing that research needs large, well-funded organizations and businesses, and so our entire scientific-industrial complex, built around the pharmaceutical company, was born. Timely, engrossing, and eye-opening, Miracle Cure is a must-read science narrative-a drama of enormous range, combining science, technology, politics, and economics to illuminate the reasons behind one of the most dramatic changes in humanity's relationship with nature since the invention of agriculture ten thousand years ago.

The incredible true story of how a cycle of rain, cold, disease, and warfare created the worst famine in European history--years before the Black Death, from the author of Justinian's Flea and the forthcoming Miracle Cure In May 1315, it started to rain. For the seven disastrous years that followed, Europeans would be visited by a series of curses unseen since the third book of Exodus: floods, ice, failures of crops and cattle, and epidemics not just of disease, but of pike, sword, and spear. All told, six million lives--one-eighth of Europe's total population--would be lost. With a category-defying knowledge of science and history, William Rosen tells the stunning story of the oft-overlooked Great Famine with wit and drama and demonstrates what it all means for today's discussions of climate change.

How can marketers navigate the growing array of marketing specialties, media options, and data sources? 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. 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 efficiently build their brands and their business.