About this item
How can marketers navigate the growing array of marketing specialties, multiplying media options and data sources, and increasing content saturation to improve effectiveness and return on investment? How can they provide consumers with seamless experiences of value across channels that overcome behavioral barriers and actually deliver results? In The Activation Imperative, William Rosen and Laurence Minsky provide a straightforward guide for marketers to move beyond building brands to activating them - from simply projecting what a brand is to optimizing what it does - to move people closer to transaction.Drawing on years of research and experience with the world's most sophisticated brands, Rosen and Minsky share a unifying cross-discipline marketing approach designed to impact critical behaviors and more effectively drive business results.
About the Author
William Rosen was an historian and author who previously was an editor an publisher at Macmillan, Simon & Schuster, and the Free Press for nearly twenty-five years. He lived in Princeton, New Jersey. From recent obituaryWilliam Rosen PRINCETON JUNCTION Author William Rosen, 61, whose works of narrative nonfiction include "Justinian's Flea" and "The Most Powerful Idea in the World: The Story of Steam, Industry and Invention," died at home on April 28, 2016, of gastrointestinal stromal cancer, according to his agent. Born in California, Rosen worked for nearly 25 years as an editor and publisher at Macmillan, Simon and Schuster and the Free Press before becoming an author. With a writing style that used anecdotes to pull together the threads of discovery and innovation, Rosen authored or co-authored books on education, traffic, antibiotics, and climate change. Bill Gates said of Rosen's work, "Rosen argues that only with the ability to measure incremental advances--such as whether a lighter part lowers fuel consumption, or one engine produces more power than another--can you achieve sustained innovation. Rosen's view fits my own view of the power of measurement. " Rosen grew up in Los Angeles, CA, attended UCLA and, after a brief stint at John Wiley and Sons, moved east for publishing. He edited books authored by George Will, as well as William Bennett, Bernard Lewis, Maya Lin, and Leon Kass. But he found true fulfillment writing books instead of only publishing them.
