- Hardcover: 192 pages
- Publisher: Kogan Page (30 April 2002)
- Language English
- ISBN-10: 0749436646
- ISBN-13: 978-0749436643
- Product Dimensions: 24.2 x 15.9 x 2.6 cm
- Average Customer Review: 4.0 out of 5 stars See all reviews (2 customer reviews)
- Amazon Bestsellers Rank: 1,417,407 in Books (See Top 100 in Books)
- See Complete Table of Contents
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Product Description
Book Description
An exploration of how to incorporate digital channels into conventional marketing. Digital Marketing demonstrates how to: reappraise the role of marketing in a digital marketplace; define the concepts that digital channels enable; and identify the customer-centric marketing goals of digital marketing.
Product Description
There is no benefit in making distinctions between old and new media in an economy where the context of every channel to market is changing. As digital technologies place the customer at the centre 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 is the aim of this practical manual. It demonstrates how to: reappraise the expectations and role of marketing in a digital, networked marketplace; define the new customer-driven marketing concepts that digital channels enable - permission, viral, location, real-time marketplaces and auctions; and identify the customer-centric marketing goals that digital marketing takes to a new level -direct/customer relationship marketing techniques, sales promotion, broadcast and narrow cast advertising. The author details how best to use digital, networked channels such as the Internet and mobile and interactive TV, and sets out decision-making tools that readers may use to implement these ideas and techniques.
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Customer Reviews
Most Helpful Customer Reviews
2 of 2 people found the following review helpful
Format:Hardcover
Having previously picked up the E-commerce pocketbook, also by the same author, I was curious as to what insight this book would offer into the world of E-Commerce. The pocketbook provided an immense number of tips about the world of E-commerce- and a reference for those already involved in the area.
Digital Marketing, is a much more thorough journey into the world of E-Commerce, explaining how Electronic and traditional marketing combines. There are a great number of real-life examples. The style is sufficiently easy to comprehend, and at the end of each chapter there are summary and action points highlighted for reference.
I was delighted to find a section on virtual communities, an area I have chosen to undertake academic research into. I am pleased to report I will be referring to the authors work in my research.
Format:Hardcover
Re-reading this after 9 years. Because its written with a focus on the principles rather than the practices of digital marketing it still makes great sense, even if some of the examples might seem quaint, looking back.
I will have to check this one out Digital Marketing Manual
I will have to check this one out Digital Marketing Manual
Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com:
1 review
3 of 3 people found the following review helpful
practical rewrite of how to do marketing
2 May 2003
Format:Hardcover
There's some truly original thinking in here, and he shows how companies are applying it. You wonder why companies keep on using out dated thinking when they could be building online marketing strategies that work for online customers. If you're interested in buyer centric markets, here's how to fit them into your business. Most of the examples are from europe, so there's sites, techniques and ideas that I hadn't seen before. The author's from England, so the chapter on privacy is really hot.
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