以新媒体和数字化营销的基础指南DigiMarketing : The Essential Guide to New Media and Digital Marketing
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作者： Kent Wertime, Ian Fenwick著
出 版 社：
出版时间： 2008-2-1字数：版次： 1页数： 406印刷时间： 2008/02/01开本： 16开印次： 1纸张： 胶版纸I S B N ： 9780470822319包装： 精装编辑推荐
作者简介：
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.
内容简介
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.
“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.
目录
Acknowledgments.
Preface.
Introduction.
Section 1: New Media and Marketing in the 21st Century.
Chapter 1. The Media game-Changers.
Chapter 2. DigiMarketing: The New Imperative.
Section 2: Digital Channels.
Chapter 3. The Web.
Chapter 4. Internet Media: Display, Search, Affiliates and Sponsorships.
Chapter 5. Email and Viral Marketing.
Chapter 6. Mobile Platforms.
Chapter 7. Games: the New Hollywood.
Chapter 8. Consumer-created Content.
Chapter 9. Digital Signage.
Chapter 10. Television Reinvented - IPTV.
Section 3: A Digimarketing Planning Framework.
Chapter 11. Phase 1 - Defining a Participant Print and Goals.
Chapter 12. Phase 2 - Creating Your Digital Platform.
Chapter 13. Phase 3 - Generating Awareness and Influence.
Chapter 14. Phase 4 - Harnessing Data, Analytics, and Optimization.
Conclusion: Stay Connected.
Index.
