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Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation Paperback – June 28, 2014


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Product Details

  • Paperback: 432 pages
  • Publisher: Kogan Page; Third Edition edition (June 28, 2014)
  • Language: English
  • ISBN-10: 0749471026
  • ISBN-13: 978-0749471026
  • Product Dimensions: 1 x 6.2 x 9.2 inches
  • Shipping Weight: 1.4 pounds (View shipping rates and policies)
  • Average Customer Review: 3.0 out of 5 stars  See all reviews (4 customer reviews)
  • Amazon Best Sellers Rank: #27,989 in Books (See Top 100 in Books)

Editorial Reviews

Review

"[T]his new edition is most welcome as both an update and a reexamination of marketing tactics and strategy. ...Summing Up: Recommended. Lower-division undergraduates and above; general readers."
(S. A. Schulman, CUNY Baruch College CHOICE)

"[A] fine, accessible guide to digital marketing and appears here in its third updated edition which has been completely revamped to reflect key changes in digital marketing strategies and the digital environment."
(Midwest Book Review The Business Shelf)

Marketing managers and team members, sales promotion directors, brand managers, sales and marketing students, small business owners, finance directors, anyone interested in how digital media is changing marketing strategy

Praise for the previous editions:
 
"This latest edition discusses digital media and how to apply it to business pursuits, from choosing online marketing challenges to building an effective e-mail list, developing on online outreach code of ethics, and more. An excellent 'must have' reference for any business concerned with digital marketing."
(Midwest Book Review The Bookwatch, Business Shelf)

"One of the most comprehensive yet easy-to-read books on digital marketing available."
(The Marketer)

Book Description

Expert accounts of the revolution in marketing strategy

Customer Reviews

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Most Helpful Customer Reviews

By I. Darren on September 26, 2014
Format: Paperback
This is a hefty book that can never be truly up-to-date. No book can be. The world of digital marketing is changing and being developed at a seemingly breakneck speed and the author, aided by many contributors who work within the industry, attempt to provide the reader with a great helicopter view of what has happened, what is happening and what might happen.

Thirteen chapters take you on a fairly deep, involved tour of the digital marketing world, touching on matters such as mobile marketing, consumer engagement, social media, affiliate marketing and strategy formulation. A crystal ball has also been taken into play to provide ten predictions as to what the future might offer.

In some ways this book feels disjointed and lacking a common voice. It might take a bit of time to get along with if you consider it as an item you read sequentially. After a period of reflection it feels that you probably will get more out of it by dipping in and out as required, consulting a chapter at a time.

Fortunately this book is very competitively-priced, adding to the general feeling that you only need to find a few nuggets of great information to get your money's worth. Sure, you could spend a lot of time online and get a lot of this stuff for free, but here is a great, curated collection of thoughts, ideas, concepts, strategies and information. A great, very detailed index at the end really lets you dive in, elevating this from just a how-to guide to a possible indispensable reference. A similarly comprehensive glossary can be a Godsend when you are suffering from jargon overload.

For those who are closely involved in the industry this book won't be necessarily teaching you new things, even though you may benefit from much of the information.
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1 of 2 people found the following review helpful By Maria M. Cadwallader on July 25, 2014
Format: Kindle Edition
Understanding Digital Marketing, by Damian Ryan 3rd edition 2014 (1st ed 2009) – Kogan Page Ltd

This 3rd edition offers an update to the original and remains a good general introduction to the topic, probably suitable as one among many texts for an introductory advertising/PR course. It also functions as a fairly good reference text, given the comprehensive index. Newcomers to the topic will find it educational. I’m not a newcomer and found it tedious and repetitive.

On a more personal level: after reading this book, I put a sign on my desk that reads “NEVER read Introductions to Non-fiction!” Like the introduction to this book, they invariably read like an extended Executive Summary which should have been cut even to fulfill its purpose of making it unnecessary for the busy executive to actually read an entire report.

For a general audience or college audience, a good introduction should NOT discuss the book’s general structure or the contents of each section or chapter – a good Table of Contents will take care of that without insulting the reader – and it should NOT describe the book’s conclusion(s). The Introduction should, instead, (1) briefly state the book’s subject, purpose, and why it is important, (2) briefly state how it came to be – who/what inspired it, and (3) briefly thank important contributors; and these things all together should make the reader want to read the book to discover what it holds.
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0 of 1 people found the following review helpful By A. Reader on January 21, 2015
Format: Paperback Verified Purchase
It stops my table from wobbling, so it does have a use after all
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0 of 1 people found the following review helpful By Jonathan H. on October 30, 2014
Format: Paperback Verified Purchase
Thank you
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