Page 20 - The European Business Review
P. 20
Don’t just build brands.
Activate them.
“For those striving to break down tradiƟŽŶĂů
ŵĂƌŬĞƚŝŶŐ ƐŝůŽƐ ĂŶĚ ĚĞƐŝŐŶ ƚƌƵůLJ
ŚƵŵĂŶͲĐĞŶƚĞƌĞĚ ƐŽůƵƟŽŶƐ ƚŚĂƚ ĚƌŝǀĞ
ďƵƐŝŶĞƐƐ ƌĞƐƵůƚƐ͕ ƚŚŝƐ Ŭ ƉƌŽǀŝĚĞƐ ƚŚĞ
ƌŽĂĚ ŵĂƉ ĂŶĚ ďĞĂĐŽŶ LJŽƵ ŚĂǀĞ ďĞĞŶ
ůŽŽŬŝŶŐ ĨŽƌ͘͟ Ͷ Lisa Hurwitz, vice president
of global brand design, Kimberly-Clark
The Activation Imperative
How to Build Brands and
Business by Inspiring Action
William Rosen and Laurence Minsky
2017 • 222 pages
978-1-4422-5704-7 • cloth • $42.00 • (£27.95)
978-1-4422-5705-4 • eBook • $39.00 • (£24.95)
dŚŝƐ Ŭ ƐŚŽǁƐ ƌĞĂĚĞƌƐ ŚŽǁ ƚŽ ŵŽǀĞ ĐŽŶƐƵŵĞƌƐ ƚŽǁĂƌĚ ƚƌĂŶƐĂĐƟŽŶƐ͕ ƐŽ ƚŚĞLJ ĐĂŶ ďƵŝůĚ
ƚŚĞŝƌ ďƌĂŶĚƐ͕ ďƵƐŝŶĞƐƐ͕ ĂŶĚ ƉƌŽĮƚƐ ŵŽƌĞ ĞĸĐŝĞŶƚůLJ ĂŶĚ ĞīĞĐƟǀĞůLJ͘
Go to ŚƩƉ͗ͬͬƌŽǁŵĂŶ͘ĐŽŵͬWĂŐĞͬZ> /,ϮϬϭϳ ƚŽ ƉƌĞǀŝĞǁ ŚĂƉƚĞƌ ϭ͘
Order now and save 30%!
Mention promo code 4F17ACT to get the discount when you order at www.rowman.com.
Offer expires 30-03-18
