ACTIVATION IMPERATIVE HOW TO BPB
Autor William Rosen, Laurence Minskyen Limba Engleză Paperback – 31 ian 2018
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Specificații
ISBN-13: 9781538114667
ISBN-10: 1538114666
Pagini: 222
Dimensiuni: 152 x 229 x 17 mm
Greutate: 0.32 kg
Editura: Rowman & Littlefield
ISBN-10: 1538114666
Pagini: 222
Dimensiuni: 152 x 229 x 17 mm
Greutate: 0.32 kg
Editura: Rowman & Littlefield
Notă biografică
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.
Cuprins
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