Digital Marketing - Kagan, Jeremy
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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…mehr

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Produktbeschreibung
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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Autorenporträt
Jeremy Kagan is a growth and innovation consultant, and advisor to corporations, startups and digital media companies. He is the former Managing Director of the Eugene Lang Center for Entrepreneurship at Columbia Business School, where he managed the entrepreneurial curriculum, student programs, the Lang venture capital fund, and the Columbia Startup Lab. While there, he launched the Columbia Alumni Virtual Accelerator (CAVA), and the corporate innovation program, partnering companies and student entrepreneurs to start businesses in their areas of interest. Kagan remains on the board of the Lang Center, and is a Mentor in Residence at the Columbia Startup Lab. He is a judge of the Columbia Entrepreneurship annual business plan competition and the SIPA Dean's Challenge for Social Impact startups.As a Columbia Business School professor, he co-teaches the annual Lean Launchpad class, an intensive one-week boot camp with Steve Blank open to all Columbia University students. He is also a Professor of Digital Marketing, and Faculty Director of the Digital Marketing Strategy executive education program, and teaches both graduate and executive education classes. Kagan also teaches the Digital Marketing Intensive in the Cornell Tech MBA program, and Founding a Startup at New York University's Stern School of Business. His book "Digital Marketing: Strategy and Tactics", the first textbook for digital marketing, was published in 2018 by the Wessex Press, and is now in its second edition, with international editions now available as well. His new book "Designing the Successful Corporate Accelerator" was released by Wiley in 2021.Kagan previously was the founder and CEO of Pricing Engine, a digital marketing platform that enabled small businesses to benchmark, optimize and expand their search and social advertising campaigns. He was part of the Entrepreneur's Roundtable Accelerator's first cohort in New York City, and remains an active alumni mentor with both the regular and global programs. Kagan is also an award-winning mentor at other accelerators around the city, and is an Entrepreneur in Residence for the Founder Institute.Kagan has been a speaker and corporate trainer in the digital media industry, where his clients include companies in content, services, and e-commerce, as well as traditional advertising agencies needing digital media expertise. Kagan previously worked at Sony Music Entertainment in the Global Digital Business, where he was the Vice President of Global Account Management, working with large partners such as Nokia and Sony Ericsson. Before this, he was Vice President/Director of Strategy and Customer Insight for Publicis Modem, a leading digital advertising agency, where Kagan headed research and innovation out of the New York office.