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Zusatztext 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. Informationen zum Autor Brian Sheehan Klappentext In keeping with advances in technology, and rapid consumer adoption of new media and new ideas, the possibilities for digital marketing are changing rapidly. This book will guide you through the major trends that exemplify forward thinking and which will continue to inspire great online ideas well into the future. 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.Written with a focus on the major online trends, Online Marketing offers an accessible and practical introduction to what is unquestionably the most dynamic and fast-moving field in marketing today. Zusammenfassung In keeping with advances in technology, and rapid consumer adoption of new media and new ideas, the possibilities for digital marketing are changing rapidly. This book will guide you through the major trends that exemplify forward thinking and which will continue to inspire great online ideas well into the future.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. Inhaltsverzeichnis 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....
