| Description |
1 online resource (223 pages) |
| Contents |
Acknowledgments; Foreword; Preface; Chapter 1. AIM for Greater ROI: The Activation Imperative Method; Ready, Set, AIM; Broadcast, Billboards, Branding, and More; Start with the Shopper (Marketing); Connecting with Digital, Social, and Mobile; Come and Get It: Content and In-Bound Marketing; The Importance of Being Direct (Database and CRM, Too); Join Us: The World of Participation and Promotion Marketing; Are You Experiential?; Now a Word from Your Sponsor(ships); Build Your Relationship(s) with PR and Brand Journalism; AIM for Optimal Activation; Notes; Index; About the Authors. |
| 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. |
| Local Note |
eBooks on EBSCOhost EBSCO eBook Subscription Academic Collection - North America |
| Subject |
Branding (Marketing)
|
|
Product management.
|
|
branding. |
|
BUSINESS & ECONOMICS -- Industrial Management. |
|
BUSINESS & ECONOMICS -- Management. |
|
BUSINESS & ECONOMICS -- Management Science. |
|
BUSINESS & ECONOMICS -- Organizational Behavior. |
|
Branding (Marketing) |
|
Product management. |
| Added Author |
Minsky, Laurence.
|
|
Sutherland, Rory.
|
| Other Form: |
Print version: Rosen, William. Activation Imperative : How to Build Brands and Business by Inspiring Action. Blue Ridge Summit : Rowman & Littlefield Publishers, ©2016 9781442257047 |
| ISBN |
9781442257054 (electronic bk.) |
|
1442257059 (electronic bk.) |
|
1442257040 |
|
9781442257047 |
|
