DigiMarketing: The Essential Guide to New Media & Digital Marketing: The Essential Guide to New Media and Digital Marketing

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9780470822319: DigiMarketing: The Essential Guide to New Media & Digital Marketing: The Essential Guide to New Media and Digital Marketing
From the Publisher:

"We are all DigiMarketers now - or we should be. The authors have for the first time provided a lucid, hype-free, business-based and practical guide to the new age of marketing: it is a kind of digital Baedeker, which should be on every businessman's book-shelf." -Miles Young, Chairman, Ogilvy & Mather Asia Pacific "The digital frontier is now the center of our universe. As Kent Wertime and Ian Fenwick show, marketers must seize this digital opportunity to accelerate their market growth." -John A. Quelch, Senior Associate Dean and Lincoln Filene Professor of Business Administration, Harvard Business School "Too many advertisers are stuck in the primordial soup when it comes to their digital marketing strategy. However, they need to evolve fast if they are to survive in a multi-channel landscape. This timely book acts like an Origin of the Species, steering hesitant brand owners through the complexities of the digital ecosystem. An impressive blend of academic theory, professional insight and practical advice." -Paul Kemp-Robertson, Co-founder & Editorial Director, Contagious www.contagiousmagazine.com "DigiMarketing: The Essential Guide to New Marketing & Digital Media is a clear call for companies to evolve their marketing practice. This book is essential reading for anyone seeking a roadmap to the future of business." -Dipak C. Jain, Dean, Kellogg School of Management "The rise of conversational media new forms of distribution - from blogs to mobile platforms - challenge traditional approaches to marketing, and require every business to have a transition plan. Kent Wertime and Ian Fenwick have written a book that is required reading for any marketers interested in successfully making that transition." -John Battelle, CEO and Founder, Federated Media Publishing and Author, The Search "Kent Wertime and Ian Fenwick have written the definitive guide to marketing in the digital age. But Digimarketing does more than educate marketing professionals. It describes the new media landscape brilliantly, making it an essential read for anyone who hopes to understand the most important technological revolution of the past fifty years. I wore out three yellow highlighters before realizing that every sentence and every paragraph is worth committing to memory." -Norman Pearlstine, Former Editor-in-Chief, Time Inc. and Managing Editor, The Wall Street Journal, Senior Advisor, Telecommunications & Media, The Carlyle Group

About the Author:

Kent Wertime is an experienced advertising and communications executive. Kent started his career in New York, where he worked for international advertising agencies DMB&B and BBDO. He has spent the past 17 years living and working in Asia. During that time, he has held executive positions in Hong Kong, Bangkok, and Singapore. This has included roles as CEO of OgilvyInteractive Asia and his current position as President of OgilvyOne Asia. Kent has written for numerous publications including The Asian Wall Street Journal, Media, Asiaweek, China Daily, and Brand News. His first book, Building Brands and Believers, was published in 2002 by John Wiley & Sons. Ian Fenwick is an experienced management educator and marketing consultant, having worked in Europe, North America and Asia. After several years as Director of Canada's top-ranked MBA Program at the Schulich School of Business, Ian has been based in Bangkok for the past eight years. He is currently Advisor and Senior Head of Administrative Programs at Sasin Graduate Institute of Business Administration, a business school founded in collaboration with Wharton and Kellogg. Ian Fenwick has published widely in scholarly-and not-so-scholarly-journals including the Journal of Marketing Research , Journal of Advertising Research , Public Opinion Quarterly and The American Statistician .

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1.

Wertime, Kent; Fenwick, Ian
Editorial: John Wiley and Sons Ltd, United Kingdom (2008)
ISBN 10: 0470822317 ISBN 13: 9780470822319
Nuevos Tapa dura Cantidad: 1
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Descripción John Wiley and Sons Ltd, United Kingdom, 2008. Hardback. Estado de conservación: New. 231 x 157 mm. Language: English . Brand New Book. We are all DigiMarketers now - or we should be. The authors have for the first time provided a lucid, hype-free, business-based and practical guide to the new age of marketing: it is a kind of digital Baedeker, which should be on every businessman s book-shelf. -Miles Young, Chairman, Ogilvy Mather Asia Pacific The digital frontier is now the center of our universe. As Kent Wertime and Ian Fenwick show, marketers must seize this digital opportunity to accelerate their market growth. -John A. Quelch, Senior Associate Dean and Lincoln Filene Professor of Business Administration, Harvard Business School Too many advertisers are stuck in the primordial soup when it comes to their digital marketing strategy. However, they need to evolve fast if they are to survive in a multi-channel landscape. This timely book acts like an Origin of the Species, steering hesitant brand owners through the complexities of the digital ecosystem. An impressive blend of academic theory, professional insight and practical advice. -Paul Kemp-Robertson, Co-founder Editorial Director, Contagious DigiMarketing: The Essential Guide to New Marketing Digital Media is a clear call for companies to evolve their marketing practice. This book is essential reading for anyone seeking a roadmap to the future of business. -Dipak C. Jain, Dean, Kellogg School of Management The rise of conversational media new forms of distribution - from blogs to mobile platforms - challenge traditional approaches to marketing, and require every business to have a transition plan. Kent Wertime and Ian Fenwick have written a book that is required reading for any marketers interested in successfully making that transition. -John Battelle, CEO and Founder, Federated Media Publishing and Author, The Search Kent Wertime and Ian Fenwick have written the definitive guide to marketing in the digital age. But Digimarketing does more than educate marketing professionals. It describes the new media landscape brilliantly, making it an essential read for anyone who hopes to understand the most important technological revolution of the past fifty years. I wore out three yellow highlighters before realizing that every sentence and every paragraph is worth committing to memory. -Norman Pearlstine, Former Editor-in-Chief, Time Inc. and Managing Editor, The Wall Street Journal, Senior Advisor, Telecommunications Media, The Carlyle Group. Nº de ref. de la librería AAH9780470822319

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Wertime, Kent; Fenwick, Ian
Editorial: John Wiley and Sons Ltd (2008)
ISBN 10: 0470822317 ISBN 13: 9780470822319
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Descripción John Wiley and Sons Ltd, 2008. Estado de conservación: New. 2008. 1st Edition. Hardcover. "We are all DigiMarketers now" - or we should be. The authors have for the first time provided a lucid, hype-free, business-based and practical guide to the new age of marketing: it is a kind of digital Baedeker, which should be on every businessman's book-shelf. Num Pages: 420 pages, black & white illustrations, figures. BIC Classification: KJ. Category: (P) Professional & Vocational. Dimension: 238 x 167 x 42. Weight in Grams: 680. . . . . . . Nº de ref. de la librería V9780470822319

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Wertime, Kent; Fenwick, Ian
Editorial: John Wiley and Sons Ltd, United Kingdom (2008)
ISBN 10: 0470822317 ISBN 13: 9780470822319
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Descripción John Wiley and Sons Ltd, United Kingdom, 2008. Hardback. Estado de conservación: New. 231 x 157 mm. Language: English . Brand New Book. We are all DigiMarketers now - or we should be. The authors have for the first time provided a lucid, hype-free, business-based and practical guide to the new age of marketing: it is a kind of digital Baedeker, which should be on every businessman s book-shelf. -Miles Young, Chairman, Ogilvy Mather Asia Pacific The digital frontier is now the center of our universe. As Kent Wertime and Ian Fenwick show, marketers must seize this digital opportunity to accelerate their market growth. -John A. Quelch, Senior Associate Dean and Lincoln Filene Professor of Business Administration, Harvard Business School Too many advertisers are stuck in the primordial soup when it comes to their digital marketing strategy. However, they need to evolve fast if they are to survive in a multi-channel landscape. This timely book acts like an Origin of the Species, steering hesitant brand owners through the complexities of the digital ecosystem. An impressive blend of academic theory, professional insight and practical advice. -Paul Kemp-Robertson, Co-founder Editorial Director, Contagious DigiMarketing: The Essential Guide to New Marketing Digital Media is a clear call for companies to evolve their marketing practice. This book is essential reading for anyone seeking a roadmap to the future of business. -Dipak C. Jain, Dean, Kellogg School of Management The rise of conversational media new forms of distribution - from blogs to mobile platforms - challenge traditional approaches to marketing, and require every business to have a transition plan. Kent Wertime and Ian Fenwick have written a book that is required reading for any marketers interested in successfully making that transition. -John Battelle, CEO and Founder, Federated Media Publishing and Author, The Search Kent Wertime and Ian Fenwick have written the definitive guide to marketing in the digital age. But Digimarketing does more than educate marketing professionals. It describes the new media landscape brilliantly, making it an essential read for anyone who hopes to understand the most important technological revolution of the past fifty years. I wore out three yellow highlighters before realizing that every sentence and every paragraph is worth committing to memory. -Norman Pearlstine, Former Editor-in-Chief, Time Inc. and Managing Editor, The Wall Street Journal, Senior Advisor, Telecommunications Media, The Carlyle Group. Nº de ref. de la librería AAH9780470822319

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Descripción John Wiley and#38; Sons, 2008. HRD. Estado de conservación: New. New Book. Shipped from UK in 4 to 14 days. Established seller since 2000. Nº de ref. de la librería FW-9780470822319

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Descripción John Wiley and Sons Ltd. Estado de conservación: New. 2008. 1st Edition. Hardcover. "We are all DigiMarketers now" - or we should be. The authors have for the first time provided a lucid, hype-free, business-based and practical guide to the new age of marketing: it is a kind of digital Baedeker, which should be on every businessman's book-shelf. Num Pages: 420 pages, black & white illustrations, figures. BIC Classification: KJ. Category: (P) Professional & Vocational. Dimension: 238 x 167 x 42. Weight in Grams: 680. . . . . . Books ship from the US and Ireland. Nº de ref. de la librería V9780470822319

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Descripción Hardback. Estado de conservación: New. Not Signed; We are all DigiMarketers now - or we should be. The authors have for the first time provided a lucid, hype-free, business-based and practical guide to the new age of marketing: it is a kind of digital Baedeker, which should be on every businessman's book-shelf. -Miles Young, Chairman, Ogilvy &. book. Nº de ref. de la librería ria9780470822319_rkm

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Descripción John Wiley & Sons, 2008. Hardcover. Estado de conservación: New. Brand New Book. Shipping: Once your order has been confirmed and payment received, your order will then be processed. The book will be located by our staff, packaged and despatched to you as quickly as possible. From time to time, items get mislaid en route. If your item fails to arrive, please contact us first. We will endeavour to trace the item for you and where necessary, replace or refund the item. Please do not leave negative feedback without contacting us first. All orders will be dispatched within two working days. If you have any quesions please contact us. Nº de ref. de la librería V9780470822319

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Descripción John Wiley and Sons. Estado de conservación: New. Brand New. Nº de ref. de la librería 0470822317

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Descripción John Wiley & Sons, 2008. Estado de conservación: New. Nº de ref. de la librería GA9780470822319

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Wertime, Kent; Fenwick, Ian
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Descripción Wiley, 2008. Estado de conservación: New. Brand New, Unread Copy in Perfect Condition. A+ Customer Service! Summary: Introduction: The Rush to Keep Up Section 1: The New World of Media and Marketing Chapter 1: Old Media, New Media, and Future Media - Media proliferation - New Media traits - Old media is becoming "new media" - Low barriers to entry - everyone's in the media business - Web 2.0 - Multi-platform, multi-screen world - Not just e-commerce - digital marketing, digital influence - Business crossing borders every day Chapter 2: Digital Ecosystem and Marketing - A Framework - Digital marketing as 21st direct marketing - More than the Internet - digital permeates everything - An organizing principle for dealing with the digital ecosystem - Dealing with variations of technology across different markets and geographies Section 2: Digital Options Chapter 3: Web Basics - The Starting Point - Websites, Microsites, and Splash Pages - Static and Dynamically-Generated Sites - E-Commerce or not to E-Commerce - Key Lessons from 10 years of the Internet - The social evolution of the web - tagging, folksonomy Chapter 4: Consumers in Control - Consumer Generated Content - Consumers taking control - the consumer as the "programmer" (Tivo, RSS, time-shifting) - Consumers as creators - user generated content in multiple forms (webcasting, podcasting) - Consumers as brand advocates and critics - the need to consider digital advocacy in an era of instant information and viral messaging - Peers - the new source of influence and authority Chapter 5: Paid Internet Media - The basics of digital media planning and buying - Digital media options: Banners, buttons, interstitials, and portals - A basic introduction to ad serving Chapter 6: Other Forms of Internet Media - The basics of non-paid media - how it works - More digital media options: affiliate marketing, sponsorships, content deals Chapter 7: Search - The rise of search - why it's so important - Bots and Web Crawlers - what they are, how they work - SEO and SEM - what's the difference - The future - mobile search Chapter 8: E-mail, Viral Marketing, and the Desktop - E-mail basics - Viral marketing practices - Widgets - RSS Chapter 9: Mobile Platforms - 3G - I-mode - QR codes - Digital Media Broadcasting (DMB) Chapter 10: In-Store Digital - Digital Point-of-Sale - Digital Networks - RFID Chapter 11: In-Market Technologies - Bluetooth - Digital Signage - Office Buildings and Taxis Chapter 12: The TV Revolution - IPTV - Digital TV and convergence - Broa. Nº de ref. de la librería ABE_book_new_0470822317

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