The Activation Imperative: How to Build Brands and Business by Inspiring Action

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 activ...