Digital Marketing

This book is designed to bring the educated layperson — the typical marketer or business

professional familiar with the topic — to a point where digital methods become an essential

element of their integrated marketing strategy from the onset. We will approach the topic strategically,

but also dive into elements of tactical execution across all the major digital channels:

search, display, email, social, and mobile. Our approach will focus on the ultimate business goals and results of a marketing strategy — and how to frame these objectives and measure them for success — rather than just showcase every “shiny new object,” app, or social network. Given the rapidly changing subject matter in

the book, we’ll provide extensive examples, tools and resources for use outside the confines of

the text, and in a special section at the end of each chapter.

1128656243
Digital Marketing

This book is designed to bring the educated layperson — the typical marketer or business

professional familiar with the topic — to a point where digital methods become an essential

element of their integrated marketing strategy from the onset. We will approach the topic strategically,

but also dive into elements of tactical execution across all the major digital channels:

search, display, email, social, and mobile. Our approach will focus on the ultimate business goals and results of a marketing strategy — and how to frame these objectives and measure them for success — rather than just showcase every “shiny new object,” app, or social network. Given the rapidly changing subject matter in

the book, we’ll provide extensive examples, tools and resources for use outside the confines of

the text, and in a special section at the end of each chapter.

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Digital Marketing

Digital Marketing

by Jeremy Kagan
Digital Marketing

Digital Marketing

by Jeremy Kagan

Overview

This book is designed to bring the educated layperson — the typical marketer or business

professional familiar with the topic — to a point where digital methods become an essential

element of their integrated marketing strategy from the onset. We will approach the topic strategically,

but also dive into elements of tactical execution across all the major digital channels:

search, display, email, social, and mobile. Our approach will focus on the ultimate business goals and results of a marketing strategy — and how to frame these objectives and measure them for success — rather than just showcase every “shiny new object,” app, or social network. Given the rapidly changing subject matter in

the book, we’ll provide extensive examples, tools and resources for use outside the confines of

the text, and in a special section at the end of each chapter.

Product Details

ISBN-13: 9780999486184
Publisher: Wessex, Inc.
Publication date: 05/07/2018
Edition description: New Edition
Pages: 280
Product dimensions: 7.00(w) x 10.00(h) x 0.69(d)

About the Author

Jeremy Kagan is the Managing Director of the Eugene Lang Entrepreneurship Center at Columbia
Business School, where he oversees the entrepreneurial curriculum and programming, the multimillion dollar Lang Investment Fund, and the Columbia Startup Lab. For over a decade he has also been a Professor at Columbia Business School, Department of Marketing,
in the MBA, EMBA, and Executive Education programs, teaching in the areas of Digital Marketing,
Strategy and Innovation, and Entrepreneurship. He previously founded PricingEngine.com, a SaaS marketing technology company helping small businesses manage search marketing (SEM) and digital advertising, with peer benchmarking, a simple, unified platform for deploying and managing campaigns, and many other features to save them time, money, and acquire more sales and leads.
In his consulting capacity, Jeremy works as a mentor with numerous accelerators, such as the
ER Accelerator, Innovation Norway, the German Accelerator, Dreamit, XRC Labs, as well as advising individual startup companies. Kagan has held executive positions at Sony Music Entertainment in the Global Digital Business unit handling Global Mobile Accounts; as Vice President/Director, Strategy and Customer Insights in advertising at Publicis Modem, where he was head of Strategy and Innovation; and as a strategy consultant at IBM and Dean & Company. He holds an MBA from Columbia Business School and both a BS from the Wharton School and BA at the College of the University of Pennsylvania.
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