In this actionable roadmap to improved marketing ROI, Rosen and Minsky show how businesses-from Fortune 500s to local entrepreneurs-can manage today's complex and fragmented marketing landscape, respond to consumers' new tech-enabled paths-to-purchase, and overcome behavioral barriers to more effectively and efficiently build brands and business.
In this actionable roadmap to improved marketing ROI, Rosen and Minsky show how businesses-from Fortune 500s to local entrepreneurs-can manage today's complex and fragmented marketing landscape, respond to consumers' new tech-enabled paths-to-purchase, and overcome behavioral barriers to more effectively and efficiently build brands and business.
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 and branding, 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, Columbia College Chicago, and author or coauthor of numerous books, including Audio Branding: Using Sounds to Build Your Brand and How to Succeed in Advertising When All You Have Is Talent. He is also an award-winning creative director, copywriter, marketing strategist, and consultant focused on creating innovative and effective cross-discipline marketing solutions for such client as Amazon, United Airlines, AARP, and others.
Inhaltsangabe
Acknowledgments Foreword by Rory Sutherland Vice- Vice-Chairman Ogilvy & Mather Group UK Preface Chapter 1: AIM for Greater ROI: The Activation Imperative Method Chapter 2: Ready Set AIM Chapter 3: Broadcast Billboards Branding and More Chapter 4: Start with the Shopper (Marketing) Chapter 5: Connecting with Digital Social and Mobile Chapter 6: Come and Get It: Content & In-Bound Marketing Chapter 7: The Importance of Being Direct (Database & CRM Too) Chapter 8: Join Us: The World of Participation & Promotion Marketing Chapter 9: Are You Experiential? Chapter 10: Now a Word from Your Sponsor(ships) Chapter 11: Build Your Relationship(s) with PR & Brand Journalism Chapter 12: AIM for Optimal Activation About the Authors Index
Acknowledgments Foreword by Rory Sutherland Vice- Vice-Chairman Ogilvy & Mather Group UK Preface Chapter 1: AIM for Greater ROI: The Activation Imperative Method Chapter 2: Ready Set AIM Chapter 3: Broadcast Billboards Branding and More Chapter 4: Start with the Shopper (Marketing) Chapter 5: Connecting with Digital Social and Mobile Chapter 6: Come and Get It: Content & In-Bound Marketing Chapter 7: The Importance of Being Direct (Database & CRM Too) Chapter 8: Join Us: The World of Participation & Promotion Marketing Chapter 9: Are You Experiential? Chapter 10: Now a Word from Your Sponsor(ships) Chapter 11: Build Your Relationship(s) with PR & Brand Journalism Chapter 12: AIM for Optimal Activation About the Authors Index
Es gelten unsere Allgemeinen Geschäftsbedingungen: www.buecher.de/agb
Impressum
www.buecher.de ist ein Shop der buecher.de GmbH & Co. KG Bürgermeister-Wegele-Str. 12, 86167 Augsburg Amtsgericht Augsburg HRA 13309
