DigiMarketing: The Essential Guide to New Media and Digital Marketing 新管理与数字媒体纲要手册

图书标准信息

• 作者 Kent（肯特·沃泰姆）、Ian Fenwick（伊恩·芬威克） 著
• 出版社 Wiley
• 出版时间 2008-02
• 版次 1
• ISBN 9780470822319
• 定价 320.40元
• 装帧 精装
• 开本 32开
• 纸张 胶版纸
• 页数 420页
• 正文语种 英语

【内容简介】

Developmentsinmediaanddigitaltechnologyhavespawnedanewerainmarketing.Today,companiesofallsizesneedtoconsidernew,digitalwaystoreachandinteractwithconsumers.Asaresult,user-generatedcontent,socialnetworkingandotherformsofdigitalmarketingsuchassearch,blogging,andbehavioraltargetingaremust-knowtopics.

DigiMarketing:TheEssentialGuidetoNewMarketing&DigitalMediaprovidesreaderswithacomprehensiveoverviewofthemajordigitalchannelsbeingused.Thisincludesexplanationsofthekeytrendsinmobilemarketing,blogging,games,digitalmedia,digitalpoint-of-sale,Web2.0,andconsumercreatedcontent.

Pepperedwithbestpracticeexamplesofhowleadingmarketersarecurrentlyusingthesechannelsforeffectivemarketing,thiscomprehensiveguidealsooffersthe12TenetsofDigiMarketingwhichserveasusefulguidepostsforthedo'sanddon'tsofdigitalmarketing.DigiMarketingalsoincludesathoroughdigitalmarketingplanningframeworkdesignedtohelpreadersastheyconsidertheirowndigitalmarketingplans.

DigiMarketinganswersanumberofimportantquestions:

Whatarethemostimportantnewmediatrendsyoushouldknow?

Howcancompaniesrespondtothechangesinnewmedia?

Howcanyouutilizedigitalchannelstocreategreaterconsumerinvolvement,experience,andparticipation–the21stcenturymetricsforbrandbuilding?

Howcanyoudeterminewhichdigitalchannelstouse,andhowcanyoumeasureyourdigitalmarketing?

Whatmistakesshouldyouavoidifyouwishtobesuccessfulwithyourdigitalmarketing?

ReadDigiMarketingtoaccelerateyourunderstandingaboutthekeydigitaltrendstoday.Itisforanyonewhowantstobetterunderstandtherapidlyevolvingworldofnewmediaanddigitalmarketing.

【作者简介】

KentWertimeisanexperiencedadvertisingandcommunicationsexecutive.KentstartedhiscareerinNewYork,whereheworkedforinternationaladvertisingagenciesDMB&BandBBDO.Hehasspentthepast17yearslivingandworkinginAsia.Duringthattime,hehasheldexecutivepositionsinHongKong,Bangkok,andSingapore.ThishasincludedrolesasCEOofOgilvyInteractiveAsiaandhiscurrentpositionasPresidentofOgilvyOneAsia.

KenthaswrittenfornumerouspublicationsincludingTheAsianWallStreetJournal,Media,Asiaweek,ChinaDaily,andBrandNews.Hisfirstbook,BuildingBrandsandBelievers,waspublishedin2002byJohnWiley&Sons.

IanFenwickisanexperiencedmanagementeducatorandmarketingconsultant,havingworkedinEurope,NorthAmericaandAsia.AfterseveralyearsasDirectorofCanada'stop-rankedMBAProgramattheSchulichSchoolofBusiness,IanhasbeenbasedinBangkokforthepasteightyears.HeiscurrentlyAdvisorandSeniorHeadofAdministrativeProgramsatSasinGraduateInstituteofBusinessAdministration,abusinessschoolfoundedincollaborationwithWhartonandKellogg.

IanFenwickhaspublishedwidelyinscholarly—andnot-so-scholarly—journalsincludingtheJournalofMarketingResearch,JournalofAdvertisingResearch,PublicOpinionQuarterlyandTheAmericanStatistician.

【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 andSponsorships.

　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 andGoals.

　Chapter 12. Phase 2 - Creating Your Digital Platform.

　Chapter 13. Phase 3 - Generating Awareness and Influence.

　Chapter 14. Phase 4 - Harnessing Data, Analytics, andOptimization.

Conclusion: Stay Connected.

Index.