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Author: William Rosen Publisher: Rowman & Littlefield ISBN: 1442257059 Category : Business & Economics Languages : en Pages : 223
Book Description
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. They reveal how today’s more personalized and trackable communications illuminate tremendous diversity in paths-to-purchase and explain how to leverage this data to develop more effective strategies and creative targeted to individual inflection points. With actionable advice and best-in-class examples, Rosen and Minsky offer marketers a road map to manage today’s increasingly fragmented marketing landscape to more effectively and efficiently build brands and business.
Author: William Rosen Publisher: Rowman & Littlefield ISBN: 1442257059 Category : Business & Economics Languages : en Pages : 223
Book Description
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. They reveal how today’s more personalized and trackable communications illuminate tremendous diversity in paths-to-purchase and explain how to leverage this data to develop more effective strategies and creative targeted to individual inflection points. With actionable advice and best-in-class examples, Rosen and Minsky offer marketers a road map to manage today’s increasingly fragmented marketing landscape to more effectively and efficiently build brands and business.
Author: Laurence Minsky Publisher: Kogan Page Publishers ISBN: 074948361X Category : Business & Economics Languages : en Pages : 329
Book Description
In today's hyper-connected world, any brand with a website or digital presence is 'global' by its very definition; yet in practice it takes an enormous amount of strategic planning and adaptability to successfully manage an international brand. Global Brand Management explores the increasingly universal scope of brand management. In an era when many brand managers will find themselves working for large multinationals operating across varied territories, categories and consumer groups, developing an understanding of both the opportunities and risks of multinational brands is truly essential. Meticulously researched, Global Brand Management shows readers how to manage an existing global brand, while simultaneously equipping them with the skills to build one from scratch. The text uses fascinating case studies including Oreo, Harley Davidson and Xiaomi to demonstrate the challenges of maintaining a stable brand identity when operating across territories with different languages, cultural values and logistics. With helpful pedagogy throughout and built-in features to enhance classroom learning, Global Brand Management is the perfect springboard for students to appreciate, enjoy and embrace the nuances and complexities of brand management on an international scale.
Author: Anja Janoschka Publisher: John Benjamins Publishing ISBN: 9789027253743 Category : Language Arts & Disciplines Languages : en Pages : 252
Book Description
This book examines new forms of communication that have emerged through the interactive capabilities of the Internet, in particular online advertising and web advertisements. It develops a new model of online communication, incorporating mass communication and interpersonal communication. Interactive mass communication redefines the roles of online communication partners who are confronted with a higher degree of complexity in terms of hypertextual information units. In web advertising, this new aspect of interactivity is linguistically reflected in different types of personal address forms, directives, and "trigger words". This study also analyzes the different strategies of persuasion with which web ads try to initiate their activation.Web Advertising provides essential information on the language of web advertisements for academics, researchers and students in the fields of hypertext-linguistics, advertising, communication and media studies.
Author: Shigeru Chiba Publisher: Springer ISBN: 331946969X Category : Computers Languages : en Pages : 269
Book Description
The LNCS Transactions on Modularity and Composition are devoted to all aspects of software modularity and composition methods, tools, and techniques, covering requirement analysis, design, implementation, maintenance, and evolution. The focus of the journal also includes modelling techniques, new paradigms and languages, development tools, measurement, novel verification and testing approaches, theoretical foundations, and understanding interactions between modularity and composition. This, the first issue of the Transactions on Modularity and Composition, consists of two sections. The first one, guest edited by Patrick Eugster, Mario Südholt, and Lukasz Ziarek, is entitled “Aspects, Events, and Modularity” and includes papers focusing on context-oriented software development, specifications for even-based systems, and development of modular software. The second section, guest edited by Gary T. Leavens, contains journal versions of selected papers from Modularity 2015, which was held in March 2015, in Fort Collins, Colorado, USA. Topics covered by the papers in this section include software unbundling, layer activation in context-oriented programming, modular reasoning in event-based languages, and dynamic dispatch for method contracts using abstract predicates. The paper 'Dynamic Dispatch for Method Contracts Through Abstract Predicates' is published open access under a CC BY 4.0 license at link.springer.com.
Author: L R. Hartley Publisher: Routledge ISBN: 1351448846 Category : Technology & Engineering Languages : en Pages : 358
Book Description
This unique edited collection derives from an international workshop uniting experts from the transport industry, legislators and research workers. The text focuses on issues from fatigue and their impact on performance and safety. Fatigue and Driving provides an overview of the individual and organisational perspectives of the problem including its many causes and consequences. Transport drivers describe their real-life experience of fatigue and how they identify and manage it; transport managers discuss the demands and constraints on their industry; researchers discuss their current research methodologies and the use of driving simulators.
Author: National Academies of Sciences, Engineering, and Medicine Publisher: National Academies Press ISBN: 0309439981 Category : Medical Languages : en Pages : 587
Book Description
The ability to see deeply affects how human beings perceive and interpret the world around them. For most people, eyesight is part of everyday communication, social activities, educational and professional pursuits, the care of others, and the maintenance of personal health, independence, and mobility. Functioning eyes and vision system can reduce an adult's risk of chronic health conditions, death, falls and injuries, social isolation, depression, and other psychological problems. In children, properly maintained eye and vision health contributes to a child's social development, academic achievement, and better health across the lifespan. The public generally recognizes its reliance on sight and fears its loss, but emphasis on eye and vision health, in general, has not been integrated into daily life to the same extent as other health promotion activities, such as teeth brushing; hand washing; physical and mental exercise; and various injury prevention behaviors. A larger population health approach is needed to engage a wide range of stakeholders in coordinated efforts that can sustain the scope of behavior change. The shaping of socioeconomic environments can eventually lead to new social norms that promote eye and vision health. Making Eye Health a Population Health Imperative: Vision for Tomorrow proposes a new population-centered framework to guide action and coordination among various, and sometimes competing, stakeholders in pursuit of improved eye and vision health and health equity in the United States. Building on the momentum of previous public health efforts, this report also introduces a model for action that highlights different levels of prevention activities across a range of stakeholders and provides specific examples of how population health strategies can be translated into cohesive areas for action at federal, state, and local levels.
Author: Francisco José Ruiz de Mendoza Ibáñez Publisher: John Benjamins Publishing Company ISBN: 9027270007 Category : Language Arts & Disciplines Languages : en Pages : 250
Book Description
This monograph studies cognitive operations on cognitive models across levels and domains of meaning construction. It explores in what way the same set of cognitive operations, either in isolation or in combination, account for meaning representation whether obtained on the basis of inferential activity or through constructional composition. As a consequence, it makes explicit links between constructional and figurative meaning. The pervasiveness of cognitive operations is explored across the levels of meaning construction (argument, implicational, illocutionary, and discourse structure) distinguished by the Lexical Constructional Model. This model is a usage-based approach to language that reconciles insights from functional and cognitive linguistics and offers a unified account of the principles and constraints that regulate both inferential activity and the constructional composition of meaning. This book is of value to scholars with an interest in linguistic evidence of cognitive activity in meaning construction. The contents relate to the fields of Cognitive Grammar, Cognitive Semantics, Construction Grammar, Functional Linguistics, and Inferential Pragmatics.
Author: Jörg Müller Publisher: Springer ISBN: 3540340998 Category : Computers Languages : en Pages : 249
Book Description
This book represents the thoroughly refereed post-proceedings of the 6th International Workshop on Agent-Oriented Software Engineering, AOSE 2005. The 18 revised full papers were carefully selected from 35 submissions during two rounds of reviewing and improvement. The papers are organized in topical sections on modeling tools, analysis and validation tools, multiagent systems design, implementation tools, and experiences and comparative evaluations.
Author: Gregory Kesler Publisher: John Wiley & Sons ISBN: 1119064228 Category : Business & Economics Languages : en Pages : 261
Book Description
Five practical steps to enhance organization effectiveness on a global scale Bridging Organization Design and Performance is a handbook for leaders looking to enhance the success of their organizations and themselves. Companies that compete globally require organizational operating models as robust as their strategies. Many companies have created elegant designs and consider their worldwide, matrix organizations sources of competitive advantage. However, the reality is that these complex structures bring many challenges and senior executives are often frustrated by the difficulties of delivering growth in organizations that span numerous brands, products, and geographic regions. After working closely with over twenty large US and Europe based global companies during the past decade, Gregory Kesler and Amy Kates concluded that the problem is not in the fundamental design of these operating models. The matrix is not going away. The challenge is to effectively and completely activate the organization to deliver the strategy. This book shares the five practical actions that bring complex organizations to life and help companies gain sustainable results from their global operating models.
Author: William Rosen
Author: William Rosen
Author: Laurence Minsky
Author: Anja Janoschka
Author: Shigeru Chiba
Author: L R. Hartley
Author: National Academies of Sciences, Engineering, and Medicine
Author: Francisco José Ruiz de Mendoza Ibáñez
Author: Randolph C. Wheeler
Author: Jörg Müller
Author: Gregory Kesler