LEADER 02265oam 2200349z- 450 001 9910156240003321 005 20230906203136.0 010 $a1-925442-41-1 035 $a(CKB)3710000000985052 035 $a(BIP)056965104 035 $a(BIP)054974797 035 $a(EXLCZ)993710000000985052 100 $a20210505c2016uuuu -u- - 101 0 $aeng 200 10$aBrand Activation: Implementing the Real Drivers of Sales and Profit 210 $cVivid Publishing 215 $a1 online resource (102 p.) $cill 311 $a0-9944293-0-4 330 8 $aThe days of brand activation are nearing an end. The future lies in customer activation. The concept of 'brand activation' has become an overused buzzword in the sales and marketing world. The term is becoming rapidly outdated, used to describe anything from mass media advertising and outdoor events to digital applications and in-store point of sale. Drawing on research, industry insights and real-life examples, the authors of Brand Activation: Implementing the Real Drivers of Sales and Profit argue that there is an urgent need to re-think the role and definition of activation in the modern marketplace. What is its link to actual purchases and, more importantly, how can it be measured? In an environment of unrelenting retail disruption in which the gap between brands and consumers is continually widening how do marketers identify - and measure - those factors that create the all important 'moment of sale'? This is, after all, where real value begins for both the brand and the consumer. In their previous book, Death of the Salesman, the authors argued that the sales function is ripe for reinvention. In this book they take a deeper look at the sales process and how consumers are navigating the purchase journey in the current environment. 517 $aBrand Activation 610 $aMarketing 610 $aProduct Management 610 $aSales Management 610 $aConsumer Behavior 610 $aBusiness & Economics 700 $aMcKay$b Alex$0800821 702 $aBrown$b Graham 702 $aSkalberg$b Neale 906 $aBOOK 912 $a9910156240003321 996 $aBrand Activation: Implementing the Real Drivers of Sales and Profit$93581680 997 $aUNINA