- Hardcover: 222 pages
- Publisher: Rowman & Littlefield Publishers (November 29, 2016)
- Language: English
- ISBN-10: 1442257040
- ISBN-13: 978-1442257047
- Product Dimensions: 6.2 x 0.8 x 9.3 inches
- Shipping Weight: 1 pounds (View shipping rates and policies)
- Average Customer Review: 4 customer reviews
- Amazon Best Sellers Rank: #1,951,249 in Books (See Top 100 in Books)
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The Activation Imperative: How to Build Brands and Business by Inspiring Action
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Branding is a two-step process: defining the brand and activating the brand. The Activation Imperative is the best that I have seen on activating the brand. (Philip Kotler, SC Johnson Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University)
For those striving to break down traditional marketing silos and design truly human-centered solutions that drive business results, this book provides the road map and beacon you have been looking for. (Lisa Hurwitz, vice president of global brand design, Kimberly-Clark)
The Activation Imperative offers readers a practical approach to the transformation needed to respond to today’s accelerating pace of technological change. It is as valuable to today’s marketing practitioners as it is to academics. A must read for anyone interested in increasing the effectiveness of modern marketing. (Yoram Wind, Lauder Professor Emeritus of Marketing, Wharton School, University of Pennsylvania)
The Activation Imperative is an essential read for any marketer hoping to stay relevant in a rapidly changing marketplace. Rosen and Minsky build a compelling argument for moving beyond carpet-bombing prospective customers with brand promotion to engaging them at key trigger points in the customer journey. With its keen insights on building both brand and bottom line results, this is one book you don’t want to miss! (Rick Mathieson, author of Branding Unbound and The On-Demand Brand)
The Activation Imperative takes marketing strategy to a new level, demanding more from marketing and marketers. Rosen and Minsky bring cohesion, structure, and direction to an increasingly fragmented marketing environment. They show how to weave digital and traditional channels together to build powerful and cost-effective marketing campaigns. A thoughtful book, and a must-read. (Kevin Tynan, senior vice president of marketing, Liberty Bank for Savings; author of Exposure: How to Market So Your Message is Unavoidable)
In our recent groundbreaking study, the Association of National Advertisers found that spending on brand activation will top $740 billion by 2020, more than twice as much as advertising. I’m glad to finally see a book like The Activation Imperative that is not only focused on brand activation but also provides a methodology for better aligning marketing disciplines to achieve it. (Michael P. Kaufman, senior vice president of brand activation, Association of National Advertisers)
About the Author
William Rosen is chief executive officer of VSA Partners, one of the world’s preeminent branding and marketing firms, and former president and chief creative officer of North America at Arc Worldwide, the global marketing company of Leo Burnett Worldwide. Widely recognized as a leader in cross-channel marketing, he has been honored with hundreds of awards around the world and served as president of the jury at the Cannes Lions International Festival of Creativity.
Laurence Minsky is associate professor of advertising at Columbia College Chicago and author or coauthor of several books, including How to Succeed in Advertising When All You Have Is Talent. He is also an award-winning creative director, copywriter, marketing strategist, and consultant, working with clients such as Amazon, United Airlines, and many other leading brands focused on creating innovative and effective cross-discipline marketing solutions.
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Top customer reviews
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As an advertising professional just beginning my career, I can say with confidence that this book is a must read for anyone who wants to learn how to be an effective marketer, while also learning how to think strategically and practically.