The Activation Imperative

How to Build Brands and Business by Inspiring Action

By: Laurence Minsky, William Rosen

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Paperback | 26 January 2018

At a Glance

Paperback
224 Pages

Dimensions(cm)
15.2 x 22.8 x 2.1

Paperback

RRP $49.99

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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.

Industry Reviews

Branding is a two-step process: definingthe brand and activating the brand. The Activation Imperativeis the best that I have seen on activating the brand.

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