Advertising In The Digital Age

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Marketing in the Digital Age

Eric D Schulz
Marketing in the Digital Age Book PDF

Author : Eric D Schulz
Publisher : Unknown
Page : 374 pages
File Size : 45,7 Mb
Release : 2019-07-07
Category : Electronic
ISBN : 1078159998

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Marketing in the Digital Age by Eric D Schulz Pdf

Artificial intelligence, marketing automation and digital marketing tools help marketers target and reach consumers more effectively than ever before.There's a lot to understand in this new high-tech environment - social influencers, contextual digital ads, search engine optimization, paid search, Google Display Network, Facebook, pay-per-click, keyword auctions, programmatic advertising, social media marketing, walled gardens, email marketing, texting, mobile marketing, native advertising, content marketing, Amazon and more.This book is designed to help you understand and make sense of digital marketing innovation and how it integrates with traditional marketing best practices and strategies, creating a framework that will help you develop and execute successful marketing plans in this digital-first world.

Marketing Strategy In The Digital Age: Applying Kotler's Strategies To Digital Marketing

Milton Kotler,Tiger Cao,Sam Wang,Colllen Qiao
Marketing Strategy In The Digital Age Applying Kotler s Strategies To Digital Marketing Book PDF

Author : Milton Kotler,Tiger Cao,Sam Wang,Colllen Qiao
Publisher : World Scientific
Page : 404 pages
File Size : 48,5 Mb
Release : 2020-08-26
Category : Business & Economics
ISBN : 9789811216992

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Marketing Strategy In The Digital Age: Applying Kotler's Strategies To Digital Marketing by Milton Kotler,Tiger Cao,Sam Wang,Colllen Qiao Pdf

The market changes faster than marketing. In essence, marketing strategy has undergone only two eras, the entity era and the bit era, also known as the industrial age and the digital age. In the age of digital society, all CEOs, CMOs and senior marketing executives must consider how to change their strategies, improve the role of marketing and adopt emerging technological and data tools to integrate with the Internet. The goal of digital marketing strategy is not to disrupt existing marketing strategies, but to complement, integrate and develop the two at the same time.In this book, the authors provide detailed discussion and practical analysis on the relationship between marketing and digital technologies and propose a marketing implementation framework for digital strategy platforms. Standing for Recognize, Reach, Relationship and Return, the 4R system is a powerful strategic trading tool for digital implementation, especially for CEOs and CMOs. All other tools, such as data platforms, content marketing, DSP digital advertising and digital marketing ROI design essentially serve the 4R system. As such, the authors advocate for firms to restructure their digital marketing strategy around the 4R system.

Marketing in the Digital Age

John O'Connor,Eamonn Galvin
Marketing in the Digital Age Book PDF

Author : John O'Connor,Eamonn Galvin
Publisher : Financial Times/Prentice Hall
Page : 236 pages
File Size : 40,9 Mb
Release : 2001
Category : Elektronisk markedsføring
ISBN : PSU:000044540968

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Marketing in the Digital Age by John O'Connor,Eamonn Galvin Pdf

The second edition of this text has been thoroughly revised and updated. New features include extra material on e-commerce, customer retention, sales-force automation and loyalty. A Website linked to the book guides students to other relevant sites.

Ogilvy on Advertising in the Digital Age

Miles Young
Ogilvy on Advertising in the Digital Age Book PDF

Author : Miles Young
Publisher : Bloomsbury Publishing USA
Page : 288 pages
File Size : 50,6 Mb
Release : 2018-01-16
Category : Education
ISBN : 9781635571479

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Ogilvy on Advertising in the Digital Age by Miles Young Pdf

From Miles Young, worldwide non-executive chairman of Ogilvy & Mather, comes a sequel to David Ogilvy's bestselling advertising handbook featuring essential strategies for the digital age. In this must-have sequel to the bestselling Ogilvy On Advertising, Ogilvy chairman Miles Young provides top insider secrets and strategies for successful advertising in the Digital Revolution. As comprehensive as its predecessor was for print and TV, this indispensable handbook dives deep into the digital ecosystem, discusses how to best collect and utilize data-the currency of the digital age-to convert sales specifically on screen (phone, tablet, smart watch, computer, etc.), breaks down when and how to market to millennials, highlights the top five current industry giants, suggests best practices from brand response to social media, and offers 13 trend predictions for the future. This essential guide is for any professional in advertising, public relations, or marketing seeking to remain innovative and competitive in today's ever-expanding technological marketplace.

Relationship Marketing in the Digital Age

Robert W. Palmatier,Lena Steinhoff
Relationship Marketing in the Digital Age Book PDF

Author : Robert W. Palmatier,Lena Steinhoff
Publisher : Routledge
Page : 261 pages
File Size : 53,7 Mb
Release : 2019-01-15
Category : Business & Economics
ISBN : 9781351388238

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Relationship Marketing in the Digital Age by Robert W. Palmatier,Lena Steinhoff Pdf

The concept of relationship marketing has been discussed among marketing academics and managers since the early 1980s. But instead of reaching its maturity stage, relationship marketing is nowadays encountering its next upsurge. Due to a confluence of trends driving the global business world—including the transition to service-based economies, faster product commoditization, intensified competition worldwide, growth among emerging markets, aging populations, advertising saturation, and (above all) the digital age—strong customer relationships are more than ever vital to company strategy and performance. Relationship Marketing in the Digital Age provides a comprehensive overview of the state-of-the-art of relationship marketing, offering fruitful insights to marketing scholars and practitioners. In seven chapters, divided into two main sections on understanding (Part I) and effectively applying (Part II) relationship marketing, an introductory and a concluding chapter, readers learn how to successfully manage customer–seller relationships.

Commercial Communication in the Digital Age

Gabriele Siegert,M. Bjørn Rimscha,Stephanie Grubenmann
Commercial Communication in the Digital Age Book PDF

Author : Gabriele Siegert,M. Bjørn Rimscha,Stephanie Grubenmann
Publisher : Walter de Gruyter GmbH & Co KG
Page : 278 pages
File Size : 47,5 Mb
Release : 2017-04-10
Category : Social Science
ISBN : 9783110416794

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Commercial Communication in the Digital Age by Gabriele Siegert,M. Bjørn Rimscha,Stephanie Grubenmann Pdf

In today’s digital age, online and mobile advertising are of growing importance, with advertising no longer bound to the traditional media industry. Although the advertising industry still has broader access to the different measures and channels, users and consumers today have more possibilities topublish, get informed or communicate – to “co-create” –, and toreach a bigger audience. There is a good chance thus that users and consumers are better informed about the objectives and persuasive tricks of the advertising industry than ever before. At the same time, advertisers can inform about products and services without the limitations of time and place faced by traditional mass media. But will there really be a time when advertisers and consumers have equal power, or does tracking users online and offline lead to a situation where advertisers have more information about the consumers than ever before? The volume discusses these questionsand related issues.

Principles of Marketing for a Digital Age

Tracy L. Tuten
Principles of Marketing for a Digital Age Book PDF

Author : Tracy L. Tuten
Publisher : SAGE
Page : 552 pages
File Size : 51,5 Mb
Release : 2019-12-28
Category : Business & Economics
ISBN : 9781526485359

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Principles of Marketing for a Digital Age by Tracy L. Tuten Pdf

Student-led in its design and development, the book incorporates digital marketing as central to what marketers do, and combines quality examples, assessment and online resources to support the teaching and learning of introductory marketing in a digital age. The author integrates digital and social media marketing throughout the chapters and through student involvement in the development of it, the text has been made to be approachable and to appeal to students, with infographics, numerous images, and an engaging writing style. It facilitates the "flipped" approach to classroom teaching and is supported by a number of features and activities in every chapter, encouraging students to undertake course reading, class participation and revision. It includes case studies from global companies such as Airbnb, Amazon, Apple, Burberry, eBay, Etsy, Google, IKEA, Nespresso, Netflix, Nike and Uber. It also takes a social view of marketing, featuring cases tied to the UN’s PRME initiative to aid students in becoming sustainably-minded individuals. The book is complemented by online instructor resources, including chapter-specific PowerPoint slides, an instructor manual, flipped classroom activities, as well as open access multiple choice questions (with solutions), videos, case studies, web links, a glossary and American Marketing Association (AMA) journal articles for students.

Advertising

Mara Einstein
Advertising Book PDF

Author : Mara Einstein
Publisher : Oxford University Press
Page : 257 pages
File Size : 52,6 Mb
Release : 2017
Category : Business & Economics
ISBN : 9780190625894

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Advertising by Mara Einstein Pdf

3000. That's the number of marketing messages the average American confronts on a daily basis from TV commercials, magazine and newspaper print ads, radio commercials, pop-up ads on gaming apps, pre-roll ads on YouTube videos, and native advertising on mobile news apps. These commercial messages are so pervasive that we cannot help but be affected by perpetual come-ons to keeping buying. Over the last decade, advertising has become more devious, more digital, and more deceptive, with an increasing number of ads designed to appear to the untrained eye to be editorial content. It's easy to see why. As we have become smarter at avoiding ads, advertisers have become smarter about disguising them. Mara Einstein exposes how our shopping, political, and even dating preferences are unwittingly formed by brand images and the mythologies embedded in them. Advertising: What Everyone Needs to Know(R) helps us combat the effects of manipulative advertising and enables the reader to understand how marketing industries work in the digital age, particularly in their uses and abuses of Big Data.' Most importantly, it awakens us to advertising's subtle and not-so-subtle impact on our lives--both as individuals and as a global society. What ideas and information are being communicated to us--and to what end?

Membership Marketing in the Digital Age

Patricia Rich,Dana S. Hines,Rosie Siemer
Membership Marketing in the Digital Age Book PDF

Author : Patricia Rich,Dana S. Hines,Rosie Siemer
Publisher : Rowman & Littlefield
Page : 453 pages
File Size : 53,9 Mb
Release : 2015-12-03
Category : Business & Economics
ISBN : 9781442259829

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Membership Marketing in the Digital Age by Patricia Rich,Dana S. Hines,Rosie Siemer Pdf

Membership marketing and management is an ever more demanding role within the institutions served—meeting fiscal demands, keeping pace with online marketing opportunities, and making data-driven decisions. The demands are diverse and ever-changing. This book addresses all aspects of management, expectations and productivity of a membership program in the digital age. Benchmarking, best practices and realistic outcomes are presented. Membership Marketing In The Digital Age is a membership manager’s reference book to what works and how on relevant topics such as: Member acquisition Membership planning and projections Membership retention and renewals Membership servicing, engagement and loyalty It features over seventy illustrations including reproductions of marketing pieces and management tools used by leading museums and libraries across the country. Here’s a book that will help your museum or library generate many times the purchase price through better practices that will increase your membership many times over.

The New Marketing

Cheryl Burgess,Mark Burgess
The New Marketing Book PDF

Author : Cheryl Burgess,Mark Burgess
Publisher : SAGE
Page : 317 pages
File Size : 53,8 Mb
Release : 2020-07-27
Category : Business & Economics
ISBN : 9781529738308

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The New Marketing by Cheryl Burgess,Mark Burgess Pdf

In our hyper-connected world that is changing at warp speed, marketers recognize the need to shift from traditional marketing methods to a new way that can help them better navigate the unpredictable environment. For traditionalists, this change has posed a challenge. Many have tried to incorporate new approaches into the old models they grew up with, only to be frustrated with the results. From the bestselling authors of The Social Employee, and LinkedIn Learning course authors, comes a powerful new textbook that cracks the marketing code in our hyper-focused digital age. The New Marketing, with contributions spanning CMO trailblazers to martech disruptors, behavioral economics luminaries at Yale to leading marketing thinkers at Kellogg and Wharton, is a GPS for navigating in a digital world and moves the craft of marketing through the forces of marketing transformation. We can’t predict the future. But our goal is to help make Masters/MBA students and marketing practitioners future-ready and successful.

Advertising Transformed

Fons Van Dyck
Advertising Transformed Book PDF

Author : Fons Van Dyck
Publisher : Kogan Page Publishers
Page : 200 pages
File Size : 44,7 Mb
Release : 2014-02-03
Category : Business & Economics
ISBN : 9780749471491

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Advertising Transformed by Fons Van Dyck Pdf

Advertising Transformed is the ultimate guide to advertising in the 21st century. In an advertising world transformed by digital technology it sets out what current and would-be admen and women need to know to create advertising that works. Branding expert and Managing Director of Think BBDO, Fons Van Dyck, synthesizes the latest thinking about advertising into a digestible list of rules to create a best practice guide to succeeding in the industry. It covers some of the key issues affecting advertising professionals today and focuses in particular on how advertisers can engage with increasingly empowered consumers on multiple channels on a global and local scale. Backed by case studies of Effie award winning campaigns from brands such as Evian, Mercedes and IBM, Advertising Transformed provides readers with the insights and expertise to meet the changing requirements of modern advertising and devise exciting campaigns that prove its continuing value.

Junior

Thomas Kemeny
Junior Book PDF

Author : Thomas Kemeny
Publisher : Simon and Schuster
Page : 180 pages
File Size : 47,8 Mb
Release : 2019-11-26
Category : Business & Economics
ISBN : 9781576879603

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Junior by Thomas Kemeny Pdf

There are a lot of great advertising books, but none that get down in the dirt with you quite like this one. Thomas Kemeny made a career at some of the best ad agencies in America. In this book he shows how he got in, how he's stayed in, and how you can do it too. He breaks apart how to write fun, smart, and effective copy-everything from headlines to scripts to experiential activations-giving readers a lesson on a language we all thought we already knew. This book is not a retrospective from some ad legend. It's a book that should be instantly useful for people starting out. A guide for the first few years at a place you'd actually want to work. Traditionally, advertising books have been written by people with established careers, big offices and letters like VP in their titles. They have stories from the old days when people could start in the mailroom. They are talented. That's been done. Who wants another book filled with seasoned wisdom? This is a book written by somebody still getting his bearings. Someone who has made an extraordinary number of errors in a still short career. Someone who has managed to hang onto his job despite these shortcomings.

Paid Attention

Faris Yakob
Paid Attention Book PDF

Author : Faris Yakob
Publisher : Kogan Page Publishers
Page : 216 pages
File Size : 53,8 Mb
Release : 2015-04-03
Category : Business & Economics
ISBN : 9780749473617

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Paid Attention by Faris Yakob Pdf

As ever, the onus is on brands to find compelling ways to earn the attention of the consumer. Yet content scarcity has given way to overload, fixed channels have dissolved into fluid networks, and audiences have become participants in consumer-driven conversations. This shift requires a new course of action for brands; it demands new marketing imperatives. Paid Attention is a guide to modern advertising ideas: what they are, why they are evolving and how to have them. Spanning communication theory, neuroscience, creativity and innovation, media history, branding and emerging technologies, it explores the strategic creation process and how to package ideas to attract the most attention in the advertising industry. Packed with real-world examples of advertising campaigns for companies including Sony, Red Bull, HP and many more, Paid Attention provides a robust model for influencing human behaviour. Referencing a wide body of theory and praxis, from behavioural economics and sociology to technology and even science fiction, Faris Yakob maps advertising onto a wider analysis of culture. Containing practical advertising and branding templates, including a new advertising planning toolkit, it is ideal for students and practitioners looking to get noticed in today's cluttered marketplace. Online resources include additional toolkits with advice, techniques and best practice on brand behaviour, new ideas and effective communication.

Niche Envy

Joseph Turow
Niche Envy Book PDF

Author : Joseph Turow
Publisher : MIT Press
Page : 236 pages
File Size : 49,6 Mb
Release : 2008-02-15
Category : Business & Economics
ISBN : 9780262264969

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Niche Envy by Joseph Turow Pdf

The price we pay for the new strategies in database marketing that closely track desirable customers, offering them benefits in return for personal information. We have all been to Web sites that welcome us by name, offering us discounts, deals, or special access to content. For the most part, it feels good to be wanted—to be valued as a customer. But if we thought about it, we might realize that we've paid for this special status by turning over personal information to a company's database. And we might wonder whether other customers get the same deals we get, or something even better. We might even feel stirrings of resentment toward customers more valued than we are. In Niche Envy, Joseph Turow examines the emergence of databases as marketing tools and the implications this may have for media, advertising, and society. If the new goal of marketing is to customize commercial announcements according to a buyer's preferences and spending history—or even by race, gender, and political opinions—what does this mean for the twentieth-century tradition of equal access to product information, and how does it affect civic life? Turow shows that these marketing techniques are not wholly new; they have roots in direct marketing and product placement, widely used decades ago and recently revived and reimagined by advertisers as part of "customer relationship management" (known popularly as CRM). He traces the transformation of marketing techniques online, on television, and in retail stores. And he describes public reaction against database marketing—pop-up blockers, spam filters, commercial-skipping video recorders, and other ad-evasion methods. Polls show that the public is nervous about giving up personal data. Meanwhile, companies try to persuade the most desirable customers to trust them with their information in return for benefits. Niche Envy tracks the marketing logic that got us to this uneasy impasse.

Made You Look

Shari Graydon
Made You Look Book PDF

Author : Shari Graydon
Publisher : Annick Press
Page : 124 pages
File Size : 41,5 Mb
Release : 2003
Category : Art
ISBN : 1550378147

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Made You Look by Shari Graydon Pdf

Grade level: 4, 5, 6, 7, 8, e, i, t.