Basics Marketing 02: Online Marketing: Basics Marketing
Autor Brian Sheehanen Limba Engleză Paperback – 25 oct 2010
Topics discussed include: the digital media revolution; e-commerce and e-branding; advertising on the web; the social web; online applications and mobile marketing; and ethical approaches. International examples, case studies and practical exercises will help you master the key concepts and techniques of online marketing so that you can apply them to your own campaigns.
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Specificații
ISBN-13: 9782940411337
ISBN-10: 2940411336
Pagini: 183
Ilustrații: 50 colour illus
Dimensiuni: 158 x 230 x 14 mm
Greutate: 0.54 kg
Editura: Bloomsbury Publishing
Colecția Ava Publishing
Seria Basics Marketing
Locul publicării:London, United Kingdom
ISBN-10: 2940411336
Pagini: 183
Ilustrații: 50 colour illus
Dimensiuni: 158 x 230 x 14 mm
Greutate: 0.54 kg
Editura: Bloomsbury Publishing
Colecția Ava Publishing
Seria Basics Marketing
Locul publicării:London, United Kingdom
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Cuprins
Introduction. The digital media revolution: What is the digital revolution?; How has the digital revolution changed media?; How has the digital revolution affected consumers?; Case study: Telecom New Zealand adopt a multimedia approach; Questions and exercises. Search marketing: Is search really considered marketing? From marketing push to consumer pull; Case study: Google versus Bing; Questions and exercises. E-commerce and e-branding: The internet as storefront; Online as a branding opportunity; Building great brand websites; Measuring return on investment (ROI); Case study: eBay develop e-commerce communities; Questions and exercises. Advertising on the web: Display advertising; Advertising creativity beyond display ads; E-mail marketing; New approaches to creative media; When is offline the best way to advertise online?; Case study: Burger King become online innovators; Questions and exercises. The social web: The fifth estate?; Social networks; Second life and MMORPGs; Case study: Barack Obama's election campaign; Questions and exercises. Online applications and mobile marketing: Cloud computing and widgets; Mobile phone marketing; Case study: ESPN's online and mobile programming; Questions and exercises. Measurement and analytics: A wealth of riches or information overload?; Making analytics actionable; Problems with online measurement; Case study: DOve and the communications optimisation process; Questions and exercises. Ethical approaches: Privacy; Online marketing to children; Case study: Geppetto and responsible marketing to children; Questions and exercises. Final thoughts. Acknowledgements. Index. Picture credits. Working with ethics.
Recenzii
Brian Sheehan's excellent book will provide readers with a strong grasp of online marketing. Read it thoroughly and you will enjoy an understanding of the subject that will be superior to many people who currently work in advertising. It is comprehensive, engaging and highly enjoyable.
Online marketing can be a daunting subject to grasp. Yet in today's marketing world it is an absolutely essential skill to master. Basics Marketing 02: Online Marketing gets you there quickly and clearly, making this discipline incredibly accessible. It succinctly explains important concepts within the digital space that are absolute must-knows. It provides the reader with dozens of invaluable case studies, visually presented and superbly dissected. I strongly recommend this to anyone who is planning on entering a digital or general marketing career.
Highly relevant - especially for our BA Visual Communication course. We use many AVA books and subjects from marketing, graphic design, communication theory, to sociological aspects of visual culture.
As an overview I think the book works very well to introduce the key concepts and language of marketing in the context of commercial marketing.
This text is a great overview of online marketing concepts and techniques.
Great book. A very recent subject with few proved pedagogical materials. With lots of real examples helps to understand the concepts being dealt with. The case studies will be very welcomed to work with the students in the class room. Excellent quality of the materials and the overall presentation of the subjects.
Online marketing can be a daunting subject to grasp. Yet in today's marketing world it is an absolutely essential skill to master. Basics Marketing 02: Online Marketing gets you there quickly and clearly, making this discipline incredibly accessible. It succinctly explains important concepts within the digital space that are absolute must-knows. It provides the reader with dozens of invaluable case studies, visually presented and superbly dissected. I strongly recommend this to anyone who is planning on entering a digital or general marketing career.
Highly relevant - especially for our BA Visual Communication course. We use many AVA books and subjects from marketing, graphic design, communication theory, to sociological aspects of visual culture.
As an overview I think the book works very well to introduce the key concepts and language of marketing in the context of commercial marketing.
This text is a great overview of online marketing concepts and techniques.
Great book. A very recent subject with few proved pedagogical materials. With lots of real examples helps to understand the concepts being dealt with. The case studies will be very welcomed to work with the students in the class room. Excellent quality of the materials and the overall presentation of the subjects.