Brand Activism: From Purpose to Action
β Christian Sarkar; Philip Kotler
π Library
π
2020
π IDEA BITE PRESS
π English
β¦ LIBER β¦
π
Activation imperative - how to build brands and business by inspiring actio
β Scribed by Rosen, William;Minsky, Laurence
- Publisher
- Rowman & Littlefield Publishers
- Year
- 2016
- Tongue
- English
- Category
- Library
β¬ Acquire This Volume
No coin nor oath required. For personal study only.
β¦ Synopsis
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...
β¦ Table of Contents
AcknowledgmentsForeword by Rory Sutherland, Vice- Vice-Chairman, Ogilvy & Mather Group UKPrefaceChapter 1: AIM for Greater ROI: The Activation Imperative MethodChapter 2: Ready, Set, AIMChapter 3: Broadcast, Billboards, Branding, and MoreChapter 4: Start with the Shopper (Marketing)Chapter 5: Connecting with Digital, Social, and MobileChapter 6: Come and Get It: Content & In-Bound MarketingChapter 7: The Importance of Being Direct (Database & CRM, Too)Chapter 8: Join Us: The World of Participation & Promotion MarketingChapter 9: Are You Experiential?Chapter 10: Now a Word from Your Sponsor(ships)Chapter 11: Build Your Relationship(s) with PR & Brand JournalismChapter 12: AIM for Optimal ActivationAbout the AuthorsIndex
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