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The activation imperativ :how to build brands and business by inspiring action /William Rosen and Laurence Minsky Lanham : Rowman & Littlefield, 2017xvii, 203 pages ; 24 cm.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.
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