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· 분류 : 외국도서 > 경제경영 > 관리
· ISBN : 9780470822319
· 쪽수 : 350쪽
· 출판일 : 2007-12-18
목차
Preface.
Introduction.
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.
Index.
