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Basics Marketing 02: Online Marketing Paperback – October 25, 2010

ISBN-13: 978-2940411337 ISBN-10: 2940411336 Edition: 0th
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Basics Marketing 02: Online Marketing + Basics Marketing 01: Consumer Behaviour + The Fundamentals of Branding
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Editorial Reviews


'Brian Sheehan’s excellent book will provide readers with a strong grasp of on-line marketing. Read it thoroughly and you will enjoy an understanding of the subject that will be superior to many people who currentlywork in advertising. It is comprehensive, engaging and highly enjoyable.'
Mike Cooper, worldwide CEO, PHD Network
'Online marketing can be a daunting subject to grasp. Yet in today's marketing world it is an absolutely essential skill to master. Basics Marketing: Online Marketing get's you there quickly and clearly, making this discipline incredibly accessible. It succinctly explains important concepts within the digital space that are absolute must-knows. It provides the reader with dozens of invaluable case studies, visually presented and superbly dissected. I strongly recommend this to anyone who is planning on entering a digital or general marketing career.’
Antony Young, CEO, Optimedia International US inc.

Book Description

Basics Marketing: Online Marketing explores the major online trends that will continue in one form or another for some time. It also highlights big marketing ideas and case studies that exemplify forward thinking, and that will continue to inspire great online ideas well into the future. These include eBay, Google, and Barack Obama’s election campaign.




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Product Details

  • Series: Basics Marketing (Book 2)
  • Paperback: 184 pages
  • Publisher: Fairchild Books (October 25, 2010)
  • Language: English
  • ISBN-10: 2940411336
  • ISBN-13: 978-2940411337
  • Product Dimensions: 6.3 x 0.6 x 9.1 inches
  • Shipping Weight: 1.2 pounds (View shipping rates and policies)
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (3 customer reviews)
  • Amazon Best Sellers Rank: #1,476,885 in Books (See Top 100 in Books)

More About the Author

Brian Sheehan is Associate Professor of Advertising at the S.I. Newhouse School of Public Communications, Syracuse University. Previously he was with global creative powerhouse Saatchi & Saatchi for 25 years, with CEO roles at Team One Advertising in Los Angeles and at Saatchi & Saatchi Australia and Japan.

Loveworks follows Brian's books Basics: Online Marketing (2010) and Basics: Marketing Management (2011). He has been published in Advertising Age, the Journal of Advertising Research, and in several peer-reviewed books and journals. In 2011 Brian was presented with the coveted Teaching Excellence Award by the Newhouse School's graduating class.

Customer Reviews

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Most Helpful Customer Reviews

2 of 2 people found the following review helpful By ProjectPublish on February 28, 2011
Format: Paperback
Basics Marketing 02 - Online Marketing by Brian Sheehan

This is one of the new (2010) marketing books from Ava Academia's celebrated "Basics" series.

Is it quality?

Ava books themselves are testament to best practice in terms of production, design and sheer inspiration. It is a pleasure to read these books and I usually spend a considerable amount of time admiring them - to me they are a measure of perfection in the industry - a truly beautiful product.

Is it just pretty pictures?

This does not mean this book is style over substance. In this particular edition, Online Marketing author, Brian Sheehan has distilled an ever growing and possibly overwhelming subject to the core and current essentials while still providing depth in its assessment of the various case studies. I am a fan of Sheehan's style - succinct and erudite which is further enhanced by the 2 column format in the page layout.

Things that stand out for me:

* The main case studies are topical and ground breaking examples e.g. Barack Obama campaign, Bing vs. Google, Burger King (hilarious examples) etc.
* Often case studies focus on just the success stories and not the bloopers - Sheehan provides excellent examples of both, the most memorable being the Mars Fling campaign.
* There are remarkable (in the memorable sense of the word) comments from industry leaders and pioneers - excellent for client presentations.
* The Running Glossary provides industry jargon in bit-size chunks that are useful for non-webby clients.
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1 of 1 people found the following review helpful By Terry Balagia on January 17, 2011
Format: Paperback Verified Purchase
The world is changed. And in this new media world one thing is sure, technology is now advertising, and advertising is now technology. There is no separating the two. And if you want to thrive, you better keep up. And that 'better' begins with reading Brian Sheehan's brain-opening book, Online Marketing. In it Sheehan gives us a comprehensive snapshot of what has happened, when it happened and what it all means in today's digital milieu of media, marketing and consumers. Sheehan is a proven pro who shot up to the advertising world stage from the trenches, and is now taking his knowledge and brains to the students of Syracuse University and, by way of this break-through book, to all of us in the business. Here at The Snowball Group we call it `Putting ears on Brands', and Sheehan gives you the rules, parameters, terms, and applications, along with best and worst case practices, in a book that is as engaging as it is informing. You will want to make it mandatory reading for yourself, your employees and, just as importantly, for you clients. Because, in this new media driven world, marketing is everything and everything is online.
Terry Balagia
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1 of 1 people found the following review helpful By Kevin O'Neill on November 17, 2010
Format: Paperback
The ad industry has waited a long time for this book and it's been worth the wait. Sheehan writes with force and imagination, clarity and conviction. His credentials are rare in combination -a gold-plated management resume in traditional advertising and a mastery of the new frontier. The book is full of illustrative case studies and powerful insights that separate internet nonsense from the stuff you need to know. Buy a copy for yourself and another for the numbskull you work for - you can both stride boldly into the future of marketing.
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