Multichannel Marketing Ecosystems – Creating Connected Customer Experiences
Autor Markus Ståhlberg, Ville Mailaen Limba Engleză Hardback – 2 ian 2015
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Specificații
ISBN-13: 9780749476120
ISBN-10: 0749476125
Pagini: 280
Dimensiuni: 163 x 240 x 21 mm
Greutate: 0.58 kg
Editura: Kogan Page
ISBN-10: 0749476125
Pagini: 280
Dimensiuni: 163 x 240 x 21 mm
Greutate: 0.58 kg
Editura: Kogan Page
Notă biografică
Markus Ståhlberg, Ville Maila
Cuprins
Section - ONE: From TV-centric thinking to a multichannel marketing ecosystem; Chapter - 01: Introduction to the multichannel marketing ecosystem - Markus Ståhlberg; Chapter - 02: The rise of digital branding - Simon McEvoy; Chapter - 03: Holistic design for consumer engagement - Brad Brinegar; Chapter - 04: TV is dead, long live TV - Rob Smith; Chapter - 05: Multichannel ecosystem toolbox - Kyle Lacy; Chapter - 06: Conversational customer journey planning - Felix Velarde; Chapter - 07: Emerging mobile dynasty - Dimitrios Kontarinis; Chapter - 08: Cross-channel analytics - Robert Cataford; Chapter - 09: Software-driven marketing ROI - Scott Brinker; Section - TWO: Establishing and successfully taking advantage of the multichannel ecosystem; Chapter - 10: Why do big companies fail in the multichannel ecosystem? - Alexey Andreev; Chapter - 11: How e-mail defines, builds and leverages brands - Anthony Schneider; Chapter - 12: How to win your Zero Moment of Truth - Brice Bay; Chapter - 13: 360° direct response marketing -Mike Teasdale; Chapter - 14: Creating relevant conversations - Sundeep Kapur; Chapter - 15: Social media romance - Justin Gray; Chapter - 16: Changing face of Facebook marketing - Kristen James; Chapter - 17: Essentials of mobile marketing technologies - David Marutiak; Chapter - 18: How brands can succeed in the local mobile revolution - Paul Bruemmer; Chapter - 19: E-mail: lifeblood of the online ecosystem - Richard Gibson and Guy Hanson; Chapter - 20: Integrating search to a multichannel mix - James Murray; Chapter - 21: What really counts in metrics - Erik Deckers; Section - THREE: Beyond online: how to translate the multichannel ecosystem into revenue; Chapter - 22: Marketing automation with apps - Ville Maila; Chapter - 23: Using storytelling to build sales - Cam Brown; Chapter - 24: Converting customer dialogues into revenue - Kristin Zhivago; Chapter - 25: What comes after social media - Lon Safko; Chapter - 26: How to spell marketing in 2015: product development - Martin Deinoff; Chapter - 27: Smarter checkouts: beyond the transaction - Matthew Oxley; Chapter - 28: Making money with metrics that matter - Chris Perry and Alex Steer; Chapter - 29: Customer currency: contextualized data insights - Saul Stetson; Chapter - 30: Introduction to predictive marketing - Brent Chaters