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Online Marketing: Exploring the Design and Construction of Bags, Shoes, Hats and Jewellery de Brian Sheehan

Online Marketing: Exploring the Design and Construction of Bags, Shoes, Hats and Jewellery: Basics Marketing, cartea 02

Autor Brian Sheehan
en Limba Engleză Paperback – 24 oct 2010
Basics Marketing: Online Marketing offers an accessible and practical introduction to what is unquestionably the most dynamic and fast-moving field in marketing today.
In keeping with advances in technology, and rapid consumer adoption of new media and new ideas, the possibilities for digital marketing are changing rapidly. Therefore, throughout this book, Brian Sheehan will guide you through the major trends that exemplify forward thinking and which will continue to inspire great online ideas well into the future.
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.Other AVA titles of interest include Basics Marketing: Consumer Behaviour, The Fundamentals of Marketing, The Fundamentals of Creative Advertising and The Fundamentals of Branding.
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Specificații

ISBN-13: 9782940411337
ISBN-10: 2940411336
Pagini: 183
Ilustrații: 50 colour illustrations
Dimensiuni: 160 x 229 x 15 mm
Greutate: 0.54 kg
Editura: Bloomsbury Publishing
Seriile Basics Marketing, Basics Marketing

Cuprins

Chapter 1: The Digital Revolution 
What is the Digital Revolution?
How has the digital revolution changed media?
How has the digital revolution affected consumers?
How has the digital revolution changed marketing?
Case Study: Telecom New Zealand
Questions and Exercises
 
Chapter 2: Search Marketing
Is Search Really Considered Marketing?
Natural Search, Keywords, and Search Optimization
Paid Search
From Marketing Push to Consumer Pull
Potential Futures of Search
Case Study: Google vs. Bing
Questions and Exercises
 
Chapter 3: E-commerce and E-branding 
The Internet as a Storefront
Building Great Brand Websites
Measuring Return on Investment (ROI)
A New Consumer Purchase Funnel
Data, Data, and More Data
Case Study: eBay
Questions and Exercises
 
Chapter 4: Advertising on the Web
Welcome to Pluto
Display Ads
Advertising Creativity Beyond Display Ads
E-mail Marketing
New Approaches to Creative Development and Media Planning
When is Offline the Best Way to Advertise Online?
Case Study: Burger King
Questions and Exercises
 
Chapter 5: The Social Web
The Fifth Estate?
Blogs
Wikis
Social Networks
Second Life and MMORPG’s
Successful Social Web Marketing
Case Study: Barack Obama
Questions and Exercises
 
Chapter 6: Online Applications and Mobile Marketing 
Cloud Computing and Widgets
Mobile Phone Marketing
Case Study: ESPN
Questions and Exercises
 
Chapter 7: Measurement and Analysis 
A Wealth of Riches or Information Overload?
KPI’s and Dashboards
Making Analytics Actionable
Problems with Online Measurement
Econometrics and Marketing Mix Modeling
Case Study: Dove
Questions and Exercises
 
Chapter 8: Ethics Issues
Privacy
Online Marketing to Children
What is the Digital Revolution?
How has the digital revolution changed media?
How has the digital revolution affected consumers?
How has the digital revolution changed marketing?
Case Study: Geppetto
Questions and Exercises
 
CASE STUDIES AND CONTRIBUTORS
BMW
Burger King
Dove beauty products
eBay
ESPN (sports television network)
Facebook Beacon
Fuhu (a web development company)
Geppetto (a youth advertising agency)
Google versus Bing
Mars ‘Fling’ candy bar
Telecom New Zealand
The Simpson’s Movie
www.MyBarackObama.com
 

Recenzii

'Brian Sheehan’s excellent book will provide readers with a strong grasp of on-line marketing. Read it thoroughly and you will enjoy an understanding of the subject that will be superior to many people who currentlywork in advertising. It is comprehensive, engaging and highly enjoyable.'
Mike Cooper, worldwide CEO, PHD Network
 
'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: Online Marketing get's 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.’
Antony Young, CEO, Optimedia International US inc.

'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.' - Mike Cooper, worldwide CEO, PHD Network. '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: 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.'- Antony Young, CEO, Optimedia International US inc.

Notă biografică

Brian Sheehan is Associate Professor of Advertising in the S. I. Newhouse School at Syracuse University, New York. He has more than 25 years professional experience with advertising agency Saatchi & Saatchi and currently acts as a consultant, managing their Toyota Worldwide Executive Board (TWEB). Brian is also an advisory board member of Fuhu, a China-US based internet-software company.
 

Comentariile autorului

The guiding principle of this book is a belief that every kind of marketing ߝ offline or online, new or traditional ߝ is about ideas. At its best, marketing it is about great ideas stimulating even better ideas. My friend and former colleague, Bob Isherwood, who was worldwide creative director of the advertising agency giant Saatchi & Saatchi, liked to talk about our responsibility to create ‘world-changing creative ideas’. From a marketing perspective, it is clear that the vast potential of the web, of which we are just beginning to scratch the surface, offers the best opportunities to create ideas that will change the world.

Textul de pe ultima copertă

Basics Marketing: Online Marketing offers an accessible and practical introduction to what is unquestionably the most dynamic and fast-moving field in marketing today.
In keeping with advances in technology, and rapid consumer adoption of new media and new ideas, the possibilities for digital marketing are changing rapidly. Therefore, throughout this book, Brian Sheehan will guide you through the major trends that exemplify forward thinking and which will continue to inspire great online ideas well into the future.
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.Other AVA titles of interest include Basics Marketing: Consumer Behaviour, The Fundamentals of Marketing, The Fundamentals of Creative Advertising and The Fundamentals of Branding.
Basics Marketing: Online Marketing offers an accessible and practical introduction to what is unquestionably the most dynamic and fast-moving field in marketing today.
In keeping with advances in technology, and rapid consumer adoption of new media and new ideas, the possibilities for digital marketing are changing rapidly. Therefore, throughout this book, Brian Sheehan will guide you through the major trends that exemplify forward thinking and which will continue to inspire great online ideas well into the future.
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.Other AVA titles of interest include Basics Marketing: Consumer Behaviour, The Fundamentals of Marketing, The Fundamentals of Creative Advertising and The Fundamentals of Branding.

Descriere

Online marketing is changing form rapidly in keeping with technology and rapid consumer adoption of new media and new ideas. This work considers the major online trends that will continue in one form or another for some time.