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Digital Marketing: Strategy & Tactics

3rd Edition

by Jeremy Kagan

Collections: Marketing, Textbooks

$ 99.00 USD
$ 99.00 USD
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Description

This book approaches digital marketing in two ways: from the point of view of the strategic thinker - who might guide the vision in their organization requiring an understanding all of the options available as well as how to evaluate them; and the tactical perspective, for the roll-up-your-sleeves practitioner, who wants to dig in to the details and may even launch campaigns themselves. Each chapter is designed to present frameworks for thinking broadly and structurally about the channel being discussed, but with many examples and exercises to bring the practical deployment of digital marketing into a real-world focus.

The 3rd edition of Digital Marketing: Strategy & Tactics has been completely updated with an extensive range of highly relevant new material, particularly around AI, Video, Social Media, Influencer Marketing, E-commerce, and Emerging technologies.

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Details

ISBN (View all)
979-8-9901932-3-9
Dimensions
7.0 x 10.0 in
Length
344 pages
Year Published
2024
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Format ISBN List Price Wessex Website Price
Hardcover 979-8-9901932-3-9 $ 99.00 USD $ 99.00 USD
Softcover 979-8-9901932-4-6 $ 52.00 USD $ 44.70 USD
E-Book 979-8-9901932-5-3 N/A $ 34.70 USD

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Testimonials

Kagan’s book builds both a firm foundation across the channels of digital marketing from search to social media, while also diving into the most important areas emerging today, from influencer marketing to mixed and augmented reality. It’s a perfect guide for someone new to the world of digital marketing, and a reference manual for those with more experience, sure to provide insights and a new perspective. Kagan’s approach ensures a high-level strategic view while digging into practical and tactical tools for the digital marketing professional.

Jamyn Edis

Head of Data Strategy & Analytics, Take-Two Interactive; Professor, NYU Stern School of Business and Columbia University

I highly recommend Digital Marketing: Strategy & Tactics. The book does a great job of helping students to understand the challenges and opportunities of marketing in a digital era. It also builds upon core marketing concepts with a digital lens applied — which I appreciate as an educator in this too.

Jennifer B. Barhorst, Ph.D.

Marketing Professor, College of Charleston