Digimarketing:The Essential Guide To New Media Anddigital Marketing 9780470822319 在线下载 pdf mobi 2025 epub 电子版

　　Developments in media and digital technology have spawned a

new era in marketing. Today, companies of all sizes need to

consider new, digital ways to reach and interact with

consumers. As a result, user-generated content, social

networking and other forms of digital marketing such as search,

blogging, and behavioral targeting are must-know topics.

DigiMarketing: The Essential Guide to New Marketing & Digital

Media provides readers with a comprehensive overview of the major

digital channels being used. This includes explanations of the key

trends in mobile marketing, blogging, games, digital media, digital

point-of-sale, Web 2.0, and consumer created content.

Peppered with best practice examples of how leading marketers are

currently using these channels for effective marketing, this

comprehensive guide also offers the 12 Tenets of DigiMarketing

which serve as useful guideposts for the do's and don'ts of digital

marketing. DigiMarketing also includes a thorough digital marketing

planning framework designed to help readers as they consider their

own digital marketing plans.

DigiMarketing answers a number of important questions:

What are the most important new media trends you should

know?

How can companies respond to the changes in new media?

How can you utilize digital channels to create greater consumer

involvement, experience, and participation – the 21st century

metrics for brand building?

How can you determine which digital channels to use, and how can

you measure your digital marketing?

What mistakes should you avoid if you wish to be successful with

your digital marketing?

Read DigiMarketing to accelerate your understanding about the key

digital trends today. It is for anyone who wants to better

understand the rapidly evolving world of new media and digital

marketing

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　　Kent Wertime is an experienced advertising and communications

executive. Kent started his career in New York, where he worked for

international advertising agencies DMB&B and BBDO. He has spent

the past 17 years living and working in Asia. During that time, he

has held executive positions in Hong Kong, Bangkok, and Singapore.

This has included roles as CEO of OgilvyInteractive Asia and his

current position as President of OgilvyOne Asia.

　　Kent has written for numerous publications including The Asian

Wall Street Journal, Media, Asiaweek, China Daily, and Brand News.

His first book, Building Brands and Believers, was published in

2002 by John Wiley & Sons.

　　Ian Fenwick is an experienced management educator and marketing

consultant, having worked in Europe, North America and Asia. After

several years as Director of Canada's top-ranked MBA Program at the

Schulich School of Business, Ian has been based in Bangkok for the

past eight years. He is currently Advisor and Senior Head of

Administrative Programs at Sasin Graduate Institute of Business

Administration, a business school founded in collaboration with

Wharton and Kellogg.

　　Ian Fenwick has published widely in scholarly—and

not-so-scholarly—journals including the Journal of Marketing

Research, Journal of Advertising Research, Public Opinion Quarterly

and The American Statistician

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媒体评论

　　"We are all DigiMarketers now - or we should be. The authors

have for the first time provided a lucid, hype-free, business-based

and practical guide to the new age of marketing: it is a kind of

digital Baedeker, which should be on every businessman's

book-shelf."

　　--Miles Young, Chairman, Ogilvy & Mather Asia Pacific

　　"The digital frontier is now the center of our universe. As Kent

Wertime and Ian Fenwick show, marketers must seize this digital

opportunity to accelerate their market growth."

　　--John A. Quelch, Senior Associate Dean and Lincoln Filene

Professor of Business Administration, Harvard Business School

　　"Too many advertisers are stuck in the primordial soup when it

comes to their digital marketing strategy. However, they need to

evolve fast if they are to survive in a multi-channel landscape.

This timely book acts like an Origin of the Species, steering

hesitant brand owners through the complexities of the digital

ecosystem. An impressive blend of academic theory, professional

insight and practical advice."

　　--Paul Kemp-Robertson, Co-founder & Editorial Director,

Contagious

　　"DigiMarketing: The Essential Guide to New Marketing &

Digital Media is a clear call for companies to evolve their

marketing practice. This book is essential reading for anyone

seeking a roadmap to the future of business."

　　--Dipak C. Jain, Dean, Kellogg School of Management

　　"The rise of conversational media new forms of distribution -

from blogs to mobile platforms - challenge traditional approaches

to marketing, and require every business to have a transition plan.

Kent Wertime and Ian Fenwick have written a book that is required

reading for any marketers interested in successfully making that

transition."

　　--John Battelle, CEO and Founder, Federated Media Publishing and

Author, The Search

　　"Kent Wertime and Ian Fenwick have written the definitive guide

to marketing in the digital age. But Digimarketing does more than

educate marketing professionals. It describes the new media

landscape brilliantly, making it an essential read for anyone who

hopes to understand the most important technological revolution of

the past fifty years. I wore out three yellow highlighters before

realizing that every sentence and every paragraph is worth

committing to memory."

　　--Norman Pearlstine, Former Editor-in-Chief, Time Inc. and

Managing Editor, The Wall Street Journal, Senior Advisor,

Telecommunications & Media, The Carlyle Group

书籍介绍

在线阅读本书

We are all DigiMarketers now" - or we should be. The authors have for the first time provided a lucid, hype-free, business-based and practical guide to the new age of marketing: it is a kind of digital Baedeker, which should be on every businessman's book-shelf. --Miles Young, Chairman, Ogilvy & Mather Asia Pacific The digital frontier is now the center of our universe. As Kent Wertime and Ian Fenwick show, marketers must seize this digital opportunity to accelerate their market growth. --John A. Quelch, Senior Associate Dean and Lincoln Filene Professor of Business Administration, Harvard Business School Too many advertisers are stuck in the primordial soup when it comes to their digital marketing strategy. However, they need to evolve fast if they are to survive in a multi-channel landscape. This timely book acts like an Origin of the Species, steering hesitant brand owners through the complexities of the digital ecosystem. An impressive blend of academic theory, professional insight and practical advice. --Paul Kemp-Robertson, Co-founder & Editorial Director, Contagious www.contagiousmagazine.com DigiMarketing: The Essential Guide to New Marketing & Digital Media is a clear call for companies to evolve their marketing practice. This book is essential reading for anyone seeking a roadmap to the future of business.--Dipak C. Jain, Dean, Kellogg School of Management The rise of conversational media new forms of distribution - from blogs to mobile platforms - challenge traditional approaches to marketing, and require every business to have a transition plan. Kent Wertime and Ian Fenwick have written a book that is required reading for any marketers interested in successfully making that transition. --John Battelle, CEO and Founder, Federated Media Publishing and Author, The Search Kent Wertime and Ian Fenwick have written the definitive guide to marketing in the digital age. But Digimarketing does more than educate marketing professionals. It describes the new media landscape brilliantly, making it an essential read for anyone who hopes to understand the most important technological revolution of the past fifty years. I wore out three yellow highlighters before realizing that every sentence and every paragraph is worth committing to memory. --Norman Pearlstine, Former Editor-in-Chief, Time Inc. and Managing Editor, The Wall Street Journal, Senior Advisor, Telecommunications & Media, The Carlyle Group

• 作者：wsfglds 发布时间：2023-11-06 14:05:32

  地方研究专著有很大意义 但是从学术方法来说 开篇互动关系的强调虽然对于地方人水关系的思考有突破 但后续论述几乎没法很好的印证“互动” 且还是常规的政治经济范式

• 作者：文孟先生 发布时间：2022-11-07 15:06:54

  经典作品。

• 作者：大語 发布时间：2014-11-29 23:43:58

  石神最后那封信真是要看哭了

• 作者：cl. 发布时间：2015-02-08 01:48:51

  唉，害我睡了一天冬天。

• 作者：礼赞雅典娜 发布时间：2017-05-01 17:53:59

  把别人的思想拿来改编的上课实录，上课地点竟然还在温州。

• 作者：Denis 发布时间：2009-02-24 11:59:28

  前沿的实用品

• 留在我心底的人

  作者：水木丁 发布时间：2011-01-24 14:23:17

• 有感

  作者：極宮の狐軍団菌 发布时间：2018-03-19 19:36:17

  每一代都有每一代独特的记忆，甚至每一代不同阶层都有自己的独属记忆。比如作为中国小城市的80后，15岁时压根就没听说过朋克。摇滚倒是知道，不过是好学生不会接触的，不想好好学习，破罐破摔的"差生"才会喜欢的玩意。行刑者，性手枪，光听名字就知道，磁带都不可能出现在书店里。

  当时流行的是小甜甜布兰妮，西城男孩后街男孩。当然，小虎队是永恒的经典，和大热的还珠格格一起，被小浣熊收入干脆面附赠的收集品里。就连电视里都时不时播一段"爱是love，爱是amour，爱是人类最美丽的语言，爱是正大无私的奉献"。也许是97年«泰坦尼克号»久发不散的余韵，各色传媒都散发着恋爱，大爱，各种爱的泡泡，即便街边商店的音箱都是"你究竟有几个好妹妹"，"九妹九妹，可爱的妹妹，九妹九妹，火红的花嘞"。

  当然，作为知青的独生子女，注定不被允许收集这些"教坏小孩子"的恋爱歌曲，哪怕小甜甜的英文歌也不行，因为不是教辅材料。班级里每年都有上海下放知青的子女转学回上海，让我们其他地方知青的子女羡慕又妒忌，即使总能听到回去的同学在新学校里受排挤。而每一个回上海的同学都会让我们的学习压力更大:毕竟，上海高考压力比小地方可小多了。

  当然，每一代总有更多相通之处。在老师和家长严防死守防早恋抓成绩的中学时代，不能把荷尔蒙释放出的多余情感放在异性同学身上，那就放到课本以外的其他地方。

  «萌芽»和韩寒的大火也就在那个时期。从某种意义上说，«萌芽»也就相当于85后们的朋克乐队了。几个关系好的同学轮流购买，在班上相互传阅而不敢带回家里。私小说式的，叛逆的，青春疼痛的，炫技的，抖机灵的，掉书袋的作文，应有尽有，可谓是"外星人的party"了。韩寒的崛起之势颇有斯特拉的风采，虽然时间证明他不过是个撩缪斯失败的维克而已。同样强势入侵的是小巫师哈利波特，和与其相伴而来的交外国笔友热潮。当然除了这些流行元素，也不能忘记严肃文学譬如«苏菲的世界»，"自我本我与超我"，以及央视重磅推出数年的«Discovery»。"她们都属于那种少见的群体，有着我前所未见的古怪特质......或者说是人格"，在"家里很有钱的差生才会高中毕业就出国留学"的小城那个年代，学校电脑有专门机房放置，进出都要换鞋，更不用说上网了，雾里看花看欧美看大城市的一切，都美好得忽略了政史课本和周围人的描述。

  当然，当你像伊恩一样，沉浸在八行诗的韵律，或者自深深处中，总会有维克来拉住你，警告你，快逃，用功念书才是法宝，成绩才是真正重要。你是伊恩，又懦弱又没用又不自信的家伙，除了好好学习，用文凭找个技术岗位外，别无出路，也只有这样，才能让父母放心兼有面子。你的人生旋律早已定位好，再踏着步子，也无法奏出别样的旋律。