Digimarketing:The Essential Guide To New Media Anddigital Marketing 9780470822319 rb mobi 在线 下载 lit txt 网盘 pdf

　　Developments in media and digital technology have spawned a

new era in marketing. Today, companies of all sizes need to

consider new, digital ways to reach and interact with

consumers. As a result, user-generated content, social

networking and other forms of digital marketing such as search,

blogging, and behavioral targeting are must-know topics.

DigiMarketing: The Essential Guide to New Marketing & Digital

Media provides readers with a comprehensive overview of the major

digital channels being used. This includes explanations of the key

trends in mobile marketing, blogging, games, digital media, digital

point-of-sale, Web 2.0, and consumer created content.

Peppered with best practice examples of how leading marketers are

currently using these channels for effective marketing, this

comprehensive guide also offers the 12 Tenets of DigiMarketing

which serve as useful guideposts for the do's and don'ts of digital

marketing. DigiMarketing also includes a thorough digital marketing

planning framework designed to help readers as they consider their

own digital marketing plans.

DigiMarketing answers a number of important questions:

What are the most important new media trends you should

know?

How can companies respond to the changes in new media?

How can you utilize digital channels to create greater consumer

involvement, experience, and participation – the 21st century

metrics for brand building?

How can you determine which digital channels to use, and how can

you measure your digital marketing?

What mistakes should you avoid if you wish to be successful with

your digital marketing?

Read DigiMarketing to accelerate your understanding about the key

digital trends today. It is for anyone who wants to better

understand the rapidly evolving world of new media and digital

marketing

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　　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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媒体评论

　　"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

书籍介绍

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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