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Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation Paperback – April 15, 2012

4.4 out of 5 stars 17 customer reviews

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Editorial Reviews

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Praise for the previous edition:

"[T]he subject is presented in a thoughtful, fulsome manner that nonetheless remains accessible to all readers.... Highly recommended." --CHOICE 

Book Description

Expert accounts of the revolution in marketing strategy
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Product Details

  • Paperback: 297 pages
  • Publisher: Kogan Page; Second Edition edition (April 15, 2012)
  • Language: English
  • ISBN-10: 0749464275
  • ISBN-13: 978-0749464271
  • Product Dimensions: 6.1 x 0.4 x 9.2 inches
  • Shipping Weight: 1.2 pounds
  • Average Customer Review: 4.4 out of 5 stars  See all reviews (17 customer reviews)
  • Amazon Best Sellers Rank: #572,726 in Books (See Top 100 in Books)

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Customer Reviews

Top Customer Reviews

Format: Paperback Verified Purchase
If you are already familiar with digital marketing, then you probably won't get much out of this book.

If you are new to digital/internet marketing, then this book does a fine job and I recommend it.

I can't say the writing is particularly engaging. So I downgraded this book from 4 to 3 stars for that reason.

The book covers SEO, social networks, internet marketing jargons and concepts, and some of the latest trends.

In the rapidly changing world of internet marketing, the information in this book has become somewhat outdated. This book, for example, cites that digital "retargetting" comprises around 5% of total internet ads. I am fairly sure that number is much higher now and retargetting has taken a much higher significance in the world of digital marketing.

The book, unfortunately, doesn't cover digital marketing strategy all that much. The depth of digital marketing strategy, in my opinion, was rather shallow.

Pros:
1)Excellent overview of digital marketing. Lot of new and valuable information for those who are unfamiliar with the industry.
2)Covers many of the business aspects (3C and 4P) of digital marketing. This isn't geared towards the tech-heads.
3)Covers many cutting edge areas such as social networking.

Cons:
1)No groundbreaking information that industry insiders would be unaware.
2)Digital marketing strategy coverage was particularly shallow and lacking meaningful analysis.
3)No deep insight into the future of digital marketing.
4)Already somewhat outdated. But most of the content is still highly relevant.
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There is nice coverage and good up-to-date information about digital marketing today. He book also includes links to more information, It is not a textbook, of course, but it is not full of embarrassing rah-rah and it does not read like some professor-type just did a little reading and churned out 400 pages of regurgitation. U.S. buyers may be turned off by its UK focus and examples, but don't be dismayed. The quality and meatiness of the writing carry the book. You will certainly supplement with something else, depending on your emphasis, but this is a nice sold work that can provide a core for your course.
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I enjoyed reading this book but it was not amazing - I think it's worth a read but it will not blow your mind.
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This book is very insightful if you are looking to know more about marketing online. I used it for school, and a lot of its material has been helpful to be now that I am working in the marketing field.
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Really great reference book for digital marketers! I use it as a text in the MBA class that I teach, MKTG 691 Digital Marketing at Virginia Commonwealth University in Richmond, VA.
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I gave each member of the creative team this book during our strategy planning for the next 5 years and it got the team thinking much farther than they could have imagined. A great tool.
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I am in digital marketing and needed a quick reference guide that is a quick read. This book was perfect.
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I used this book to teach an undergraduate introductory digital marketing class this past spring; the book does a great job at conveying key components of the emerging digital landscape in an approachable and easily digestible format. The clear and concise chapters allow you to read it straight through or pick and choose topics depending on your needs and short case studies at the end of each chapter help integrate the content with real world examples. It won't answer every question but it provides a solid starting point.
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