Kent Wertime, Ian Fenwick

DigiMarketing (eBook, PDF)

The Essential Guide to New Media and Digital Marketing

• Format: PDF

Produktbeschreibung

"We are all DigiMarketers now - or we should be. The authors havefor the first time provided a lucid, hype-free, business-based andpractical guide to the new age of marketing: it is a kind ofdigital Baedeker, which should be on every businessman'sbook-shelf." --Miles Young, Chairman, Ogilvy & Mather AsiaPacific "The digital frontier is now the center of our universe. As KentWertime and Ian Fenwick show, marketers must seize this digitalopportunity to accelerate their market growth." --John A. Quelch, Senior Associate Dean and LincolnFilene Professor of Business Administration, Harvard BusinessSchool "Too many advertisers are stuck in the primordial soup when itcomes to their digital marketing strategy. However, they need toevolve fast if they are to survive in a multi-channel landscape.This timely book acts like an Origin of the Species, steeringhesitant brand owners through the complexities of the digitalecosystem. An impressive blend of academic theory, professionalinsight and practical advice." --Paul Kemp-Robertson, Co-founder & EditorialDirector, Contagious www.contagiousmagazine.com "DigiMarketing: The Essential Guide to New Marketing &Digital Media is a clear call for companies to evolve theirmarketing practice. This book is essential reading for anyoneseeking 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 approachesto marketing, and require every business to have a transition plan.Kent Wertime and Ian Fenwick have written a book that is requiredreading for any marketers interested in successfully making thattransition." --John Battelle, CEO and Founder, Federated MediaPublishing and Author, The Search "Kent Wertime and Ian Fenwick have written the definitive guideto marketing in the digital age. But Digimarketing does morethan educate marketing professionals. It describes the new medialandscape brilliantly, making it an essential read for anyone whohopes to understand the most important technological revolution ofthe past fifty years. I wore out three yellow highlighters beforerealizing that every sentence and every paragraph is worthcommitting to memory." --Norman Pearlstine, Former Editor-in-Chief, Time Inc.and Managing Editor, The Wall Street Journal, SeniorAdvisor, Telecommunications & Media, The Carlyle Group

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Produktdetails

• Verlag: John Wiley & Sons
• Seitenzahl: 420
• Erscheinungstermin: 14. Mai 2010
• Englisch
• ISBN-13: 9780470827949
• Artikelnr.: 38194044

Autorenporträt

Kent Wertime is an experienced advertising andcommunications executive. Kent started his career in New York,where he worked for international advertising agencies DMB&Band BBDO. He has spent the past 17 years living and working inAsia. During that time, he has held executive positions in HongKong, Bangkok, and Singapore. This has included roles as CEO ofOgilvyInteractive Asia and his current position as President ofOgilvyOne Asia. Kent has written for numerous publications including The Asian WallStreet Journal, Media, Asiaweek, China Daily, and Brand News. Hisfirst book, Building Brands and Believers, was published in 2002 byJohn Wiley & Sons. Ian Fenwick is an experienced management educator andmarketing consultant, having worked in Europe, North America andAsia. After several years as Director of Canada's top-rankedMBA Program at the Schulich School of Business, Ian has been basedin Bangkok for the past eight years. He is currently Advisor andSenior Head of Administrative Programs at Sasin Graduate Instituteof Business Administration, a business school founded incollaboration with Wharton and Kellogg. Ian Fenwick has published widely in scholarly--andnot-so-scholarly--journals including the Journal ofMarketing Research, Journal of Advertising Research,Public Opinion Quarterly and The AmericanStatistician.