Business, Finance & Law      E-Commerce

Digital Marketing - 3ed

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Book Details
Language
English
Publishers
wessex, inc. (5 Jun. 2024)
Weight
0.81 KG
Publication Date
05/06/2024
Pages
346 pages
ISBN-13
9798990193239
Dimensions
17.78 x 2.06 x 25.4 cm
SKU
9798990193239
Author Name
Jeremy Kagan (Author)
Jeremy Kagan is a growth and innovation consultant, and advisor to corporations, startups and digital media companies. He is the former Managing Director of the Eugene Lang Center for Entrepreneurship at Columbia Business School, where he oversaw the entrepreneurial curriculum, student programs, the Lang venture capital fund, and the Columbia Startup Lab. While there, he launched the Columbia Alumni Virtual Accelerator (CAVA), and the corporate innovation program, partnering companies and student entrepreneurs to start businesses in their areas of interest. Kagan remains on the board of the Lang Center, and is a Mentor in Residence at the Columbia Startup Lab. He is a judge of the Columbia Entrepreneurship annual business plan competition and the SIPA Dean’s Challenge for Social Impact startups.As a Columbia Business School professor, he co-teaches the annual Lean Launchpad class, an intensive one-week boot camp with Steve Blank open to all Columbia University students. He is also a Professor of Digital Marketing, and Faculty Director of the Digital Marketing Strategy executive education program, and teaches both graduate and executive education classes. Kagan also teaches the Digital Marketing Intensive in the Cornell Tech MBA program, and Foundations of Entrepreneurship at New York University’s Stern School of Business. Kagan previously was the founder and CEO of Pricing Engine, a digital marketing platform that enabled small businesses to benchmark, optimize and expand their search and social advertising campaigns. He was part of the Entrepreneur’s Roundtable Accelerator’s first cohort in New York City, and remains an active alumni mentor with both the regular and global programs. Kagan is also an award-winning mentor at other accelerators around the city, and is an Entrepreneur in Residence for the Founder Institute.Kagan lives in New York City with his wife and children, and now walks his kids to school around the corner from where he used to produce indie rock concerts. Life’s funny that way.Read more about this authorRead less about this author
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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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