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ISBN: 0749436646Издательство: Kogan Page Ltd
There is no benefit in making districtions between old and new media in an economy where the context of every channel to market is changing. And as digital technologies place the customer at center of marketing, it is important for marketers to have a full understanding of how to plan an integrated approach to ensure a profitable relationship. This rigorous yet practical manual provides just that. Digital Marketing will show both the expert and student alike how to:1. Reappraise the expectations and role of marketing in a digital, networked marketplace2. Define the new customer-driven marketing concepts that digital channels enable; permission, viral, location, real time marketplaces and auctions3. Identify the marketing goals that digital marketing takes to a new level: direct /customer relationship marketing techniques, sales promotion, broadcast and narrow cast advertising4. Detail how best to use digital, networked channels: Internet, mobile and interactive TV.5. Set out...