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Basics Marketing 02: Online Marketing Brian Sheehan
$32.95
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Basics Marketing 02: Online Marketing offers an accessible and practical introduction to the most dynamic and fast moving field in marketing today.
In keeping with advances in technology, and rapid consumer adoption of new media and new ideas, the possibilities for digital marketing are changing rapidly. This book will guide you through the major trends that exemplify forward thinking and which will continue to inspire great online ideas well into the future.
International examples, case studies and practical exercises will help you master the key concepts and techniques of online marketing so that you can apply them to your own campaigns.
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Key features
Guides readers through the theory and practice of online marketing.
Considers the major online trends that have passed, and those that will continue in one form or another for some time.
Includes case studies examining eBay, Google and Barack Obama’s election campaign.
Supported by exercises, tips, and helpful resource directories.
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Brian Sheehan is Associate Professor of Advertising in the S. I. Newhouse School at Syracuse University, New York. He has more than 25 years' professional experience with advertising agency Saatchi & Saatchi and currently acts as a consultant, managing their Toyota Worldwide Executive Board.
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Reviews
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'Brian Sheehan’s excellent book will provide readers with a strong grasp of online marketing. Read it thoroughly and you will enjoy an understanding of the subject that will be superior to many people who currently work in advertising. It is comprehensive, engaging and highly enjoyable.'
Mike Cooper, Worldwide CEO of the PHD Network'Highly relevant - especially for our BA Visual Communication course. We use many AVA books and subjects from marketing, graphic design, communication theory, to sociological aspects of visual culture.'
Anna Middleton, Arts University College at Bournemouth, UK'As an overview I think the book works very well to introduce the key concepts and language of marketing in the context of commercial marketing.'
Christian Lloyd, Leeds College of Art, UK'Online marketing can be a daunting subject to grasp. Yet in today's marketing world it is an absolutely essential skill to master. Online Marketing gets 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 of Optimedia International US inc. -
Readership: Intermediate
978 2 940411 33 7
184 pages
50 colour images
230mm x 160mm
Paperback with flaps
September 2010
