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DigiMarketing: The Essential Guide to New Media and Digital Marketing
John Wiley and Sons Ltd, March 2008, Pages: 350
Developments in the world of media and digital technology/marketing are prompting companies to take a fresh look at the methods through which they reach and interact with consumers. The digital ecosystem is evolving rapidly, spawning a new era of user-generated content, consumer communities, and new forms of communication such as podcasting and blogging. The ecosystem extends today well beyond the desktop, reaching consumer’s in-market through mobile and wireless technologies and various forms of digital point-of-sale.
How will companies respond to these changes? How can they capitalize on the transformation from 'push' to 'pull' marketing through digital channels? How might they utilize digital channels to create greater consumer involvement, experience, and participation - the 21st century metrics for brand building?
Digimarketing: The Essential Guide to New Media and Digital Marketing will be required reading for busy executives who feel that the digital world is passing them by. Written in a simple, jargon-free style, this book will serve as a common-sense introduction to the topic. It will guide readers through the most important trends in the rapidly-evolving worlds of new media and digital marketing. Through clear, simple examples, it will also expose marketers to the practical issues they must consider to create effective digital marketing.
About the Authors
Kent Wertime is an experienced advertising and communications executive. Kent started his career in New York, where he worked for international advertising agencies DMB&B and BBDO. He has spent the past 17 years living and working in Asia. During that time, he has held executive positions in Hong Kong, Bangkok, and Singapore. This has included roles as CEO of OgilvyInteractive Asia and his current position as President of OgilvyOne Asia.
Kent has written for numerous publications including The Asian Wall Street Journal, Media, Asiaweek, China Daily, and Brand News. His first book, Building Brands and Believers, was published in 2002 by John Wiley & Sons.
Ian Fenwick is an experienced management educator and marketing consultant, having worked in Europe, North America and Asia. After several years as Director of Canada’s top-ranked MBA Program at the Schulich School of Business, Ian has been based in Bangkok for the past eight years. He is currently Advisor and Senior Head of Administrative Programs at Sasin Graduate Institute of Business Administration, a business school founded in collaboration with Wharton and Kellogg.
Ian Fenwick has published widely in scholarly—and not-so-scholarly—journals including the Journal of Marketing Research, Journal of Advertising Research, Public Opinion Quarterly and The American Statistician.
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