LEADER 02550nam 22004933 450 001 9910156240003321 005 20250815080325.0 010 $a1-925442-41-1 035 $a(CKB)3710000000985052 035 $a(BIP)056965104 035 $a(BIP)054974797 035 $a(VLeBooks)9781925442410 035 $a(MiAaPQ)EBC32230173 035 $a(Au-PeEL)EBL32230173 035 $a(OCoLC)1532826582 035 $a(EXLCZ)993710000000985052 100 $a20250815d2016 uy 0 101 0 $aeng 135 $aurcnu|||||||| 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 10$aBrand Activation 205 $a1st ed. 210 1$aFremantle :$cVivid Publishing,$d2016. 210 4$dİ2016. 215 $a1 online resource (102 p.) $cill 311 08$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 The term is becoming rapidly outdated, used to describe anything from mass media advertising and outdoor events to digital applications and in-store point of sale.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. 610 $aMarketing 610 $aProduct Management 610 $aSales Management 610 $aConsumer Behavior 610 $aBusiness & Economics 700 $aMcKay$b Alex$0800821 701 $aBrown$b Graham$01248188 701 $aSkalberg$b Neale$01748765 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910156240003321 996 $aBrand Activation$94423066 997 $aUNINA