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Digital Marketing Strategy
25,28 € *
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The modern marketer needs to learn how to employ strategic thinking alongside the use of digital media to deliver measurable and accountable business success. Digital Marketing Strategy covers the essential elements of achieving exactly this by guiding you through every step of creating your perfect digital marketing strategy. It contains analysis of the essential techniques and platforms of digital marketing including social media, content marketing, SEO, user experience, personalization, display advertising and CRM, as well as the broader aspects of implementation including planning, integration with overall company aims and presenting to decision makers.Simon Kingsnorth brings digital marketing strategy to life through best practice case studies, illustrations, checklists and summaries, to give you insightful and practical guidance. Rather than presenting a restrictive 'one size fits all' model, this book gives you the tools to tailor-make your own strategy according to your unique business needs and demonstrates how an integrated and holistic approach to marketing leads to greater success.

Anbieter: buecher
Stand: 14.08.2020
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Obfuscation: A User's Guide for Privacy and Pro...
9,95 € *
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With Obfuscation, Finn Brunton and Helen Nissenbaum mean to start a revolution. They are calling us not to the barricades but to our computers, offering us ways to fight today's pervasive digital surveillance - the collection of our data by governments, corporations, advertisers, and hackers. To the toolkit of privacy-protecting techniques and projects they propose adding obfuscation: the deliberate use of ambiguous, confusing, or misleading information to interfere with surveillance and data-collection projects. Brunton and Nissenbaum provide tools and a rationale for evasion, noncompliance, refusal, even sabotage - especially for average users, those of us not in a position to opt out or exert control over data about ourselves. Obfuscation will teach users to push back, software developers to keep their user data safe, and policy makers to gather data without misusing it. Brunton and Nissenbaum present a guide to the forms and formats that obfuscation has taken and explain how to craft its implementation to suit the goal and the adversary. They describe a series of historical and contemporary examples, including radar chaff deployed by World War II pilots, Twitter bots that hobbled the social media strategy of popular protest movements, and software that can camouflage users' search queries and stymie online advertising. They go on to consider obfuscation in more general terms, discussing why obfuscation is necessary, whether it is justified, how it works, and how it can be integrated with other privacy practices and technologies. 1. Language: English. Narrator: Dana Hickox. Audio sample: http://samples.audible.de/bk/gdan/001807/bk_gdan_001807_sample.mp3. Digital audiobook in aax.

Anbieter: Audible
Stand: 14.08.2020
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Personalized Advertising
49,00 € *
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As a result of constant and overwhelming exposure to the modern consumer, traditional advertising has endured intense scrutiny due to its intrusive nature. It has therefore become necessary to be innovative in enticing and involving the consumer. Personalized advertising is a recently developed platform that can revolutionize the manner in which individuals are approached and in turn lead to a paradigm shift in the way advertising is developed. This paper presents the cutting-edge approach of personalization in interactive media utilizing a format which draws upon information such as demographics, psychographics, personal preferences, consumer clustering, and new opportunities in mobile space to create an advertisement targeted and tailored to individual consumers. In this context, this paper will initially discuss issues related to the provision and implementation of personalized advertising in mediums such as the Web, digital TV and mobile phones. Subsequently,personal research conducted via a statistical survey will analyze and comprehend the consumer's attitude towards this development.

Anbieter: Dodax
Stand: 14.08.2020
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Managing Digital Enterprise
95,38 € *
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This book describes the setup of digital enterprises and how to manage them, focusing primarily on the important knowledge and essential understanding of digital enterprise management required by managers and decision makers in organizations. It covers ten essential knowledge areas of this field:- Foundation of Digital Enterprise- Technology Foundation and Talent Management for Digital Enterprise- Digital Enterprise Strategy Planning and Implementation- B2C Digital Enterprise: E-tailing- B2C Digital Enterprise: E-Services- B2B Digital Enterprise and Supply Chain- Digital Platforms- Digital Marketing and Advertising- Digital Payment Systems- Mobile EnterpriseOverall, this text provides the reader with the basics to understand the rapid development of digitization, facilitated by the dramatic advancements in digital technologies, extensively connected networks, and wider adoption of computing devices (especially mobile devices), as more and more organizations are realizing the strategic importance of digitization (e.g., sustainable growth of the organization, competitive advantage development and enhancement) and are embarking on digital enterprise.

Anbieter: Dodax
Stand: 14.08.2020
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The Best Digital Marketing Campaigns in the Wor...
42,90 CHF *
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In the second volume of The Best Digital Marketing Campaigns in the World, best-selling author Damian Ryan presents an international showcase of the most successful digital marketing campaigns in recent history, analysing what they did right and their impact. This privileged insight into some of the freshest, most creative thinking in the industry covers 40 new campaigns from 40 different agencies/brands around the world, 16 in the UK, 5 in the US/Canada, and the rest from Europe, Australia, the Middle East and North Africa, South Africa and South America. Full of behind-the-scenes insights into campaign strategy, implementation and results, The Best Digital Marketing Campaigns in the World II explores how businesses and agencies, large and small, have harnessed social media, blogs, video, email, mobile and search to boost their brand and attract customers. Covering a wide range of world-class, award-winning campaigns from brands such as Activia, Red Bull, Heinz, Harley Davidson, O2, Peugeot, Nike, Samsung, and UEFA, and agencies including Tribal DDB, Scholz and Volkmer, Red Bee, Bell Pottinger Wired, We Are Social and Symbio Digital, this is an inspirational must-read for everyone working in marketing and advertising.

Anbieter: Orell Fuessli CH
Stand: 14.08.2020
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Managing Digital Enterprise
112,90 CHF *
ggf. zzgl. Versand

This book describes the setup of digital enterprises and how to manage them, focusing primarily on the important knowledge and essential understanding of digital enterprise management required by managers and decision makers in organizations. It covers ten essential knowledge areas of this field: . Foundation of Digital Enterprise . Technology Foundation and Talent Management for Digital Enterprise . Digital Enterprise Strategy Planning and Implementation . B2C Digital Enterprise: E-tailing . B2C Digital Enterprise: E-Services . B2B Digital Enterprise and Supply Chain . Digital Platforms . Digital Marketing and Advertising . Digital Payment Systems . Mobile Enterprise Overall, this text provides the reader with the basics to understand the rapid development of digitization, facilitated by the dramatic advancements in digital technologies, extensively connected networks, and wider adoption of computing devices (especially mobile devices), as more and more organizations are realizing the strategic importance of digitization (e.g., sustainable growth of the organization, competitive advantage development and enhancement) and are embarking on digital enterprise.

Anbieter: Orell Fuessli CH
Stand: 14.08.2020
Zum Angebot
Marketing Communications
75,90 CHF *
ggf. zzgl. Versand

With the proliferation of digital and social media, there has never been a more dynamic time to engage with marketing communications - and never has the integration of marketing communications (marcoms) principles into a strategic marketing plan been more challenging. Even the best product in the world won't sell without the right reach to your potential customers and the right message to engage them. This textbook applies a uniquely practical approach to the topic so that, whilst a structured overview of planning, development, implementation and evaluation of marketing communications is in place, the detailed cases made available by the Institute for Practitioners in Advertising (IPA) show how actual challenges faced by professionals in the field were addressed. This book will help you to develop the skills you need to turn theory into the right integrated communication plan, in order to succeed in an increasingly competitive environment. Aided by a veritable wealth of pedagogical features, Marketing Communications will be essential reading for both students and professionals in marketing, communications and public relations. This textbook also benefits from a companion website which includes a comprehensive instructor's guide with PowerPoint slides, testbank questions and answer checklists.

Anbieter: Orell Fuessli CH
Stand: 14.08.2020
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Marketing Communications
67,90 CHF *
ggf. zzgl. Versand

With the proliferation of digital and social media, there has never been a more dynamic time to engage with marketing communications - and never has the integration of marketing communications (marcoms) principles into a strategic marketing plan been more challenging. Even the best product in the world won't sell without the right reach to your potential customers and the right message to engage them.This textbook applies a uniquely practical approach to the topic so that, whilst a structured overview of planning, development, implementation and evaluation of marketing communications is in place, the detailed cases made available by the Institute for Practitioners in Advertising (IPA) show how actual challenges faced by professionals in the field were addressed. This book will help you to develop the skills you need to turn theory into the right integrated communication plan, in order to succeed in an increasingly competitive environment.Aided by a veritable wealth of pedagogical features, Marketing Communications will be essential reading for both students and professionals in marketing, communications and public relations. This textbook also benefits from a companion website which includes a comprehensive instructor's guide with PowerPoint slides, testbank questions and answer checklists.

Anbieter: Orell Fuessli CH
Stand: 14.08.2020
Zum Angebot
The Best Digital Marketing Campaigns in the Wor...
29,99 € *
ggf. zzgl. Versand

In the second volume of The Best Digital Marketing Campaigns in the World, best-selling author Damian Ryan presents an international showcase of the most successful digital marketing campaigns in recent history, analysing what they did right and their impact. This privileged insight into some of the freshest, most creative thinking in the industry covers 40 new campaigns from 40 different agencies/brands around the world, 16 in the UK, 5 in the US/Canada, and the rest from Europe, Australia, the Middle East and North Africa, South Africa and South America. Full of behind-the-scenes insights into campaign strategy, implementation and results, The Best Digital Marketing Campaigns in the World II explores how businesses and agencies, large and small, have harnessed social media, blogs, video, email, mobile and search to boost their brand and attract customers. Covering a wide range of world-class, award-winning campaigns from brands such as Activia, Red Bull, Heinz, Harley Davidson, O2, Peugeot, Nike, Samsung, and UEFA, and agencies including Tribal DDB, Scholz and Volkmer, Red Bee, Bell Pottinger Wired, We Are Social and Symbio Digital, this is an inspirational must-read for everyone working in marketing and advertising.

Anbieter: Thalia AT
Stand: 14.08.2020
Zum Angebot