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"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
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About the Author
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.
Table of ContentsPreface.
SECTION 1: NEW MEDIA AND MARKETING IN THE 21ST CENTURY.
Chapter 1: The Media Game-Changers.
Chapter 2: DigiMarketing: The New Imperative.
SECTION 2: DIGITAL CHANNELS.
Chapter 3: The Web.
Chapter 4: Internet Media: Display, Search, Affi liates and Sponsorships.
Chapter 5: Email and Viral Marketing.
Chapter 6: Mobile Platforms.
Chapter 7: Games: The New Hollywood.
Chapter 8: Consumer-Created Content.
Chapter 9: Digital Signage.
Chapter 10: Television Reinvented - IPTV.
SECTION 3: A DIGIMARKETING PLANNING FRAMEWORK.
Chapter 11: Phase 1 - Defining a Participant Print and Goals.
Chapter 12: Phase 2 - Creating Your Digital Platform
Chapter 13: Phase 3 - Generating Awareness and Influence.
Chapter 14: Phase 4 - Harnessing Data, Analytics, and Optimization.
Conclusion: Stay Connected.