01786nam 2200433 450 991081026770332120180722075644.01-4422-5705-9(CKB)3710000000933491(MiAaPQ)EBC4731332(EXLCZ)99371000000093349120161111h20172017 uy 0engurcnu||||||||rdacontentrdamediardacarrierThe activation imperative how to build brands and business by inspiring action /William Rosen and Laurence MinskyLanham, Maryland :Rowman & Littlefield,2017.©20171 online resource (223 pages) color illustrationsIncludes index.1-5381-1466-6 1-4422-5704-0 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.Branding (Marketing)Product managementBranding (Marketing)Product management.658.827Rosen William1963-1693549Minsky LaurenceMiAaPQMiAaPQMiAaPQBOOK9910810267703321The activation imperative4071418UNINA