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Author : Thad McIlroy
Publisher : The Future of Publishing
Page : 134 pages
File Size : 45,6 Mb
Release : 2015-01-19
Category : Business & Economics
ISBN : 9781440343254
Author : Yu-li Liu,Robert G. Picard
Publisher : Routledge
Page : 326 pages
File Size : 45,7 Mb
Release : 2014-04-16
Category : Social Science
ISBN : 9781317744115
With digital media becoming ever more prevalent, it is essential to study policy and marketing strategies tailored to this new development. In this volume, contributors examine government policy for a range of media, including digital television, IPTV, mobile TV, and OTT TV. They also address marketing strategies that can harness the unique nature of digital media’s innovation, production design, and accessibility. They draw on case studies in Asia, North America, and Europe to offer best practices for both policy and marketing strategies.
Author : Yu-li Liu,Robert G. Picard
Publisher : Routledge
Page : 312 pages
File Size : 53,7 Mb
Release : 2014-04-16
Category : Social Science
ISBN : 9781317744108
With digital media becoming ever more prevalent, it is essential to study policy and marketing strategies tailored to this new development. In this volume, contributors examine government policy for a range of media, including digital television, IPTV, mobile TV, and OTT TV. They also address marketing strategies that can harness the unique nature of digital media’s innovation, production design, and accessibility. They draw on case studies in Asia, North America, and Europe to offer best practices for both policy and marketing strategies.
Author : Christina Banou
Publisher : Chandos Publishing
Page : 163 pages
File Size : 46,7 Mb
Release : 2016-11-18
Category : Computers
ISBN : 9780081012796
Re-Inventing the Book: Challenges from the Past for the Publishing Industry chronicles the significant changes that have taken place in the publishing industry in the past few decades and how they have altered the publishing value chain and the structure of the industry itself. The book examines and discusses how most publishing values, aims, and strategies have been common since the Renaissance. It aims to provide a methodological framework, not only for the understanding, explanation, and interpretation of the current situation, but also for the development of new strategies. The book features an overview of the publishing industry as it appears today, showing innovative methods and trends, highlighting new opportunities created by information technologies, and identifying challenges. Values discussed include globalization, convergence, access to information, disintermediation, discoverability, innovation, reader engagement, co-creation, and aesthetics in publishing. Describes common values and features in the publishing industry since the Renaissance/invention of printing Proposes a methodological framework that helps users understand current publishing issues and trends Focuses on reader engagement and participation Proposes and discusses the publishing chain, not only as a value chain, but also as an information chain Considers the aesthetics of publishing, not only for the printed book, but also for digital material
Author : L. Meghan Mahoney,Tang Tang
Publisher : Rowman & Littlefield
Page : 481 pages
File Size : 51,9 Mb
Release : 2020-12-15
Category : Language Arts & Disciplines
ISBN : 9781538115312
The Rowman & Littlefield Handbook of Media Management and Business connects research and industry practice to offer a strategic guide for aspiring and current media professionals in convergent environments. As a comprehensive one-stop reference for understanding business issues that drive the production and distribution of content that informs, entertains, and persuades audiences, aims to inspire and inform forward-thinking media management leaders. The handbook examines media management and business through a convergent media approach, rather than focusing on medium-specific strategies. By reflecting media management issues in the information, entertainment, sports, gaming industries, contributed chapters explore the unique opportunities and challenges brought by media convergence, while highlighting the fundamental philosophy, concepts, and practices unchanged in such a dynamic environment. this handbook examines media management through a global perspective, and encourages readers to connect their own diverse development to a broader global context. It is an important addition to the growing literature in media management, with a focus on new media technologies, business management, and internationalization.
Author : Jeanne Hopkins,Jamie Turner
Publisher : John Wiley & Sons
Page : 260 pages
File Size : 49,5 Mb
Release : 2012-01-11
Category : Business & Economics
ISBN : 9781118167786
Set-up, run, and measure successful mobile media marketing campaigns Go Mobile is packed with tools, tips, and techniques that will help readers set-up, launch, run, and measure mobile media campaigns. This book will help readers understand the different mobile media platforms, learn how to us SMS for business, incorporate 2D and QR Codes into their campaigns, develop mobile websites and mobile apps, see case studies, and much more. Go Mobile offers practical, step-by-step guidance for implementing a mobile marketing campaign. Readers will learn how to: Use location-based marketing to get new customers and keep existing ones Integrate social media with your mobile media campaign Use mobile E-commerce to improve brand loyalty Measure the ROI of a mobile media campaign Develop mobile media business models you can use to grow revenues With these effective, efficient, and integrated mobile marketing campaigns, business owners and marketers will garner enviable response rates and watch their revenue grow more rapidly than ever before.
Author : Renée Register,Thad McIlroy
Publisher : DataCurate
Page : 129 pages
File Size : 42,9 Mb
Release : 2016-02-01
Category : Language Arts & Disciplines
ISBN : 9780985828899
For book publishers large and small: the #1 guide to creating and distributing metadata for maximum sales. The Metadata Handbook shows how metadata works, enhancing findability, discoverability, and, of course, book sales. It introduces industry standards (think ONIX!) and best practices, and outlines the essential components for successful metadata creation and distribution. This handbook is a must for every publisher, both for print books and for ebooks. The new second edition is fully updated and expanded to include the most recent information on metadata standards, practices, and use in the publishing industry.
Author : Berta García-Orosa
Publisher : Springer Nature
Page : 238 pages
File Size : 52,9 Mb
Release : 2021-11-25
Category : Political Science
ISBN : 9783030815684
This book, with a foreword by Manuel Castells, explores the core strategies of digital political communication. It reviews the field’s evolution over the past 25 years and examines the coexistence of old and new actors (lobbyists, citizens, parliaments, political parties, media outlets, digital platforms, among others), as well as hybrid communication tactics. Topics covered include frames, fake news, filter bubbles, echo chambers, artificial intelligence, the significance of emotions, and engagement with citizens. As we find ourselves in the fourth wave of digital communication, and in the wake of a pandemic which has shaken the foundations of political communication, an evaluation of these topics is essential to the reinvention of democracy. The book is geared towards students and researchers who wish to delve into the latest trends in digital communication, political communication actors and journalists. It further aims to prepare citizens to effectively deal with messaging that blurs the line between truth and falsehood with increasingly powerful strategies supported by artificial intelligence.
Author : Nripendra P. Rana,Emma L. Slade,Ganesh P. Sahu,Hatice Kizgin,Nitish Singh,Bidit Dey,Anabel Gutierrez,Yogesh K. Dwivedi
Publisher : Springer Nature
Page : 337 pages
File Size : 55,9 Mb
Release : 2019-11-11
Category : Business & Economics
ISBN : 9783030243746
This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Author : Bob Franklin,Scott Eldridge II
Publisher : Taylor & Francis
Page : 614 pages
File Size : 46,9 Mb
Release : 2016-11-18
Category : Social Science
ISBN : 9781317499077
The Routledge Companion to Digital Journalism Studies offers an unprecedented collection of essays addressing the key issues and debates shaping the field of Digital Journalism Studies today. Across the last decade, journalism has undergone many changes, which have driven scholars to reassess its most fundamental questions, and in the face of digital change, to ask again: ‘Who is a journalist?’ and ‘What is journalism?’. This companion explores a developing scholarly agenda committed to understanding digital journalism and brings together the work of key scholars seeking to address key theoretical concerns and solve unique methodological riddles. Compiled of 58 original essays from distinguished academics across the globe, this Companion draws together the work of those making sense of this fundamental reconceptualization of journalism, and assesses its impacts on journalism’s products, its practices, resources, and its relationship with audiences. It also outlines the challenge presented by studying digital journalism and, more importantly, offers a first set of answers. This collection is the very first of its kind to attempt to distinguish this emerging field as a unique area of academic inquiry. Through identifying its core questions and presenting its fundamental debates, this Companion sets the agenda for years to come in defining this new field of study as Digital Journalism Studies, making it an essential point of reference for students and scholars of journalism.
Author : Dishek J. Mankad
Publisher : BPB Publications
Page : 160 pages
File Size : 53,5 Mb
Release : 2019-09-18
Category : Business & Economics
ISBN : 9789387284258
Basic guide to learn digital media platform DESCRIPTION The book discusses various digital media and analyses how the field of marketing can benefit from them. This book is divided into 15 chapters. The Chapters includes, marketing in the Digital Era, starts with an overview of e-marketing followed by the online marketing mix in the digital framework. It then discusses the role of the online consumer followed by CRM strategies that organizations can use with the help of the digital medium to retain and grow customer relationship. Business Drivers in the Virtual World, deals with the realm of social media followed by online branding, building traffic, Web business models, and e-commerce. Ê Online Tools for Marketing, deals with various Web tools for building consumer engagement, content management, campaign management, consumer segmentation, and building market influence. The Contemporary Digital Revolution deals with the world of online co-creation communities and offers in-depth discussion on Social Media marketing, Email Marketing, Online advertising. Apart from that it also includes how to generate the lead for you business, how to perform the mobile web marketing, how to affiliate marketing. What is Ad Sense and how it is worked how to get approved form ad sense. Introductory part of The Web Analytical Tools. As a Manager any one must aware with the creation of the strategy. So, for that I also add the how to create the digital marketing strategy. Finally, The Freelancer work, how to earn money with digital marketing by doing work as a freelancer.Ê Numerous examples, exhibits, and illustrations have been included to help students assimilate the concepts better. KEY FEATURES Learn the concept of marketing in the Digital Era Understand the role of the online consumer followed by CRM strategies which organizations can use with the help of the digital medium Know the Online Tools for Marketing, various Web tools for building consumer engagement Book explains steps to generate the lead for your business WHAT WILL YOU LEARN Basic concepts of Digital Marketing Website Planning & Creation, Search Engine Optimization(SEO) PPC Advertising With Google & Optimization Google Analytics WHO THIS BOOK IS FOR Digital Marketing is designed as a textbook for management students specialising in marketing. Table of Contents 1. Digital Marketing : An Overview 2. Website Planning & Creation 3. Search Engine Optimization(SEO) 4. PPC Advertising With Google & Optimization 5. Google Analytics 6. Social Media Marketing 7. E Ð Mail Marketing 8. Online Advertising 9. Lead Generation For Business 10. Mobile Web Marketing 11. Affiliate Marketing 12. Google Adsense & Blogging 13. Digital Marketing Ð The Web Analytics 14. Creating Digital Marketing Strategy 15. Marketing Money As Freelancer
Author : Damian Ryan
Publisher : Kogan Page Publishers
Page : 432 pages
File Size : 52,8 Mb
Release : 2014-06-03
Category : Business & Economics
ISBN : 9780749471033
The world of digital media is changing at a phenomenal pace. Constantly evolving technologies are transforming not just how we access our information but how we interact and communicate with one another on a global scale. Understanding Digital Marketing is a practical, no-nonsense guide to web marketing, the rules of new media and researching the new generation of digital consumers. Clear, informative and entertaining, it covers key topics such as search marketing, social media, Google, mobile marketing, affiliate marketing, email marketing, performance marketing, customer engagement and digital marketing strategies. One of the best-selling books in the industry, this third edition of Understanding Digital Marketing has been thoroughly revised with more information on core areas such as search, analytics, online PR and content marketing. Complete with in-depth insider accounts of digital marketing successes from brands including Harley-Davidson, Help for Heroes, MercadoLibre and the UEFA Europa League, it remains 'one of the most comprehensive yet easy-to-read books on digital marketing available' (The Marketer) and is therefore essential reading for both practitioners and students alike.
Author : Valerie Feldmann
Publisher : Springer Science & Business Media
Page : 277 pages
File Size : 49,6 Mb
Release : 2006-03-30
Category : Business & Economics
ISBN : 9783790816334
Mobile communications and next generation wireless networks emerge as new distribution channels for the media. This development offers exciting new opportunities for media companies: the mobile communication system creates new usage contexts for media content and services; the social use of mobile communications suggests that identity representation in social networks, impulsive access to trusted media brands, and micro-coordination emerge as new sources of value creation in the media industries. In the light of this background, this book takes two different viewpoints on the development of mobile media: from a competitive strategy point of view it analyzes the extension of cross-media strategies and the emergence of cross-network strategies; from a public policy point of view it develops demands and requirements for an innovation policy that fosters innovation in mobile media markets.
Author : Christopher Bones,James Hammersley,Nick Shaw
Publisher : Kogan Page Publishers
Page : 249 pages
File Size : 44,5 Mb
Release : 2018-12-03
Category : Business & Economics
ISBN : 9780749483739
Optimizing Digital Strategy explores the choices facing organizations in the rapidly changing world of technology-enabled business. From performance marketing through to personalization, on-demand retailing and AI, this book maps out commercial and customer-focused challenges and explains how leaders can get the most out of their digital strategies. Rather than rushing headlong into adopting the latest digital platforms, tools and technologies, the book challenges leaders to step back from the demands for constant investment in new technology and drive better returns from existing assets. Presenting a sustainable model of e-commerce that is appropriate to any individual organization's needs, Optimizing Digital Strategy addresses the repetitive dilemma between even more investment in technology and the need to improve margins and grow revenue. Illustrated by the authors' own digital work for global brands such as The Economist, Sky, O2, Regus, the Financial Times, Lidl and L.K.Bennett, this book shows how to balance the need to remain competitive, fully deliver customer expectations, and put resources behind investments that will deliver the best return.
Author : Wu Steven Wan Pok,Din Herminia Wei-hsin
Publisher : World Scientific
Page : 364 pages
File Size : 49,6 Mb
Release : 2014-10-17
Category : Art
ISBN : 9789814522991
This book addresses the state-of-the-art initiatives as well as challenges, policy, and strategy issues in developing a digital heritage ecosystem within the broader context of an emerging digital culture. Case studies are drawn from the United States, Europe, and Asia to showcase the breadth of innovative ideas in delivering, communicating, interpreting, and transforming cultural heritage content and experience through multi-modal, multimedia interfaces. Aiming to offer a balanced overview of digital heritage and culture issues and technologies, the book pulls together expert views and updates on these four broad areas, namely, a) policy and strategy, b) applications, c) business models, and d) emerging concepts and directions. Policy and strategy chapters provide insights into how digital heritage strategy and policy are formulated and implemented in cultural heritage institutions and public agencies.Applications chapters present novel installed and mobile applications deploying technical tools in innovative assemblies and evaluate their usefulness, effectiveness along with other metrics in delivering an enriched user experience.Business model chapters unveil a variety of partnership models that have been successfully structured for the benefit of stakeholders.Emerging concepts and directions chapters propose research directions pointing to new signposts in technologically enhanced delivery of digital heritage and culture. This practical book will be of interest to policy makers, business people, researchers, curators, and educators as well as the culture-minded public seeking to understand how the burgeoning field of digital heritage and culture may impact our social, cultural, and recreational activities. Contents:Strategy and Policy:IT-enabled Innovative Services as a Museum Strategy: Experience of the National Palace Museum, Taipei, Taiwan (James Quo-Ping Lin)Designing Digital Heritage Competence Centers: A Swedish Model (Halina Gottlieb)7 Lessons Learned for Digital Culture (Christine Kuan)Applications and Services:Reinventing MoMA's Education Programs for the 21st Century Visitor (Jackie Armstrong, Deborah Howes, and Wendy Woon)Onemillionmuseummoments: A Cultural Intertwingling (Suzanne Akhavan Sarraf)Documentary Storytelling Using Immersive and Interactive Media (Michael Mouw)The Making of Buddha Tooth Relic Temple and Museum Virtual Temple (June Sung Sew and Eric Deleglise)Digital Media in Museums: A Personal History (Selma Thomas)Using New Media for Exhibit Interpretation: A Case Study, Yuan Ming Yuan Qing Emperors' Splendid Gardens (Herminia Din, Darrell L Bailey and Fang-Yin Lin)Business and Partnership Models:The Virtual Collection of Asian Masterpieces: A Universal Online Museum (Manus Brinkman)A Tale on a Leaf: Promoting Indonesian Literature and Culture Through the Development of the Lontar Digital Library (Ruly Darmawan and Djembar Lembasono)The Future of History is Mobile: Experiencing Heritage on Personal Devices (Christopher Jones)Technology and Other Issues:A Cultural Heritage Panorama: Trajectories in Embodied Museography (Sarah Kenderdine and Jeffrey Shaw)From Product to Process: New Directions in Digital Heritage (Eugene Ch'ng, Henry Chapman and Vince Gaffney)I Sho U: An Innovative Method for Museum Visitor Evaluation (Anita Kocsis and Sarah Kenderdine)Digital Cultural Heritage is Getting Crowded: Crowdsourced, Crowd-funded, and Crowd-engaged (Leonard Steinbach) Readership: Policy makers, business people, researchers, curators, and educators as well as the culture-minded public seeking to understand how the burgeoning field of digital heritage and culture may impact our social, cultural, and recreational activities. Keywords:Digitalization;Digital Heritage;Figital Culture;Museology;Museum;Virtual Collection;Mobile;Outreach;PolicyKey Features:Most journals and books on digital heritage are focused on technology solutions and project case studies. They do not tackle policy, strategy and business issues. This book includes discussion from senior managers at leading museums and institutions explaining their respective organisation's policy and strategy. In addition to projects already implemented, some chapters give insights into emerging concepts and useful lessons from past experienceThis eclectic volume includes contributions from Asia, Europe, and the United States. Contributions from museums, universities, and companies provide a global lens on digital heritage and culture in practice and researchIt is aimed at students and non-specialists while also containing materials for professionals. The affordable price of the book is believed to be attractive to students and non-specialist adults, and also within the price band of competing titles
