Paid, owned, earned: maximizing marketing returns in a socially connected world
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
London
Kogan Page
©2012
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| Schlagworte: | |
| Online-Zugang: | TUM01 Volltext |
| Beschreibung: | Includes bibliographical references and index Introduction -- 01. How the world of paid, owned, earned works -- 02. Listening -- 03. Content hubs and communities -- 04. Content -- 05. Optimization -- 06. Seeding and viral distribution -- 07. Broadcast -- 08. Performance -- 09. Responding -- 10. Measurement -- Conclusion The complexity of media that now sees multiple channels accessed through multiple devices has created major challenges for today's marketing and advertising professionals. Consumer time is split between TVs, laptops, iPads, X-Boxes and smartphones, with traditional media, websites, videos, social networks and apps all competing for attention, meaning it's difficult for brands to decide how best to reach and engage their audiences. Paid, Owned, Earned defines the constituents of each area of 'paid', 'owned' and 'earned' media and shows how they are linked together |
| Beschreibung: | 1 Online-Ressource |
| ISBN: | 0749465638 9780749465636 |
Internformat
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| 500 | |a Includes bibliographical references and index | ||
| 500 | |a Introduction -- 01. How the world of paid, owned, earned works -- 02. Listening -- 03. Content hubs and communities -- 04. Content -- 05. Optimization -- 06. Seeding and viral distribution -- 07. Broadcast -- 08. Performance -- 09. Responding -- 10. Measurement -- Conclusion | ||
| 500 | |a The complexity of media that now sees multiple channels accessed through multiple devices has created major challenges for today's marketing and advertising professionals. Consumer time is split between TVs, laptops, iPads, X-Boxes and smartphones, with traditional media, websites, videos, social networks and apps all competing for attention, meaning it's difficult for brands to decide how best to reach and engage their audiences. Paid, Owned, Earned defines the constituents of each area of 'paid', 'owned' and 'earned' media and shows how they are linked together | ||
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Datensatz im Suchindex
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| author | Burcher, Nick |
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| dewey-search | 658.8 |
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| discipline | Wirtschaftswissenschaften |
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| spelling | Burcher, Nick Verfasser aut Paid, owned, earned maximizing marketing returns in a socially connected world Nick Burcher London Kogan Page ©2012 1 Online-Ressource txt rdacontent c rdamedia cr rdacarrier Includes bibliographical references and index Introduction -- 01. How the world of paid, owned, earned works -- 02. Listening -- 03. Content hubs and communities -- 04. Content -- 05. Optimization -- 06. Seeding and viral distribution -- 07. Broadcast -- 08. Performance -- 09. Responding -- 10. Measurement -- Conclusion The complexity of media that now sees multiple channels accessed through multiple devices has created major challenges for today's marketing and advertising professionals. Consumer time is split between TVs, laptops, iPads, X-Boxes and smartphones, with traditional media, websites, videos, social networks and apps all competing for attention, meaning it's difficult for brands to decide how best to reach and engage their audiences. Paid, Owned, Earned defines the constituents of each area of 'paid', 'owned' and 'earned' media and shows how they are linked together Business BUSINESS & ECONOMICS / Industrial Management bisacsh BUSINESS & ECONOMICS / Management bisacsh BUSINESS & ECONOMICS / Management Science bisacsh BUSINESS & ECONOMICS / Organizational Behavior bisacsh Digital media fast Internet marketing fast Marketing / Management fast Online social networks fast Marketing gnd Online-Marketing gnd Neue Medien gnd Viral Marketing gnd Wirtschaft Marketing Management Internet marketing Online social networks Digital media Erscheint auch als Druck-Ausgabe, Paperback 0-7494-6562-X Erscheint auch als Druck-Ausgabe, Paperback 978-0-7494-6562-9 http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=430324 Aggregator Volltext |
| spellingShingle | Burcher, Nick Paid, owned, earned maximizing marketing returns in a socially connected world Business BUSINESS & ECONOMICS / Industrial Management bisacsh BUSINESS & ECONOMICS / Management bisacsh BUSINESS & ECONOMICS / Management Science bisacsh BUSINESS & ECONOMICS / Organizational Behavior bisacsh Digital media fast Internet marketing fast Marketing / Management fast Online social networks fast Marketing gnd Online-Marketing gnd Neue Medien gnd Viral Marketing gnd Wirtschaft Marketing Management Internet marketing Online social networks Digital media |
| title | Paid, owned, earned maximizing marketing returns in a socially connected world |
| title_auth | Paid, owned, earned maximizing marketing returns in a socially connected world |
| title_exact_search | Paid, owned, earned maximizing marketing returns in a socially connected world |
| title_full | Paid, owned, earned maximizing marketing returns in a socially connected world Nick Burcher |
| title_fullStr | Paid, owned, earned maximizing marketing returns in a socially connected world Nick Burcher |
| title_full_unstemmed | Paid, owned, earned maximizing marketing returns in a socially connected world Nick Burcher |
| title_short | Paid, owned, earned |
| title_sort | paid owned earned maximizing marketing returns in a socially connected world |
| title_sub | maximizing marketing returns in a socially connected world |
| topic | Business BUSINESS & ECONOMICS / Industrial Management bisacsh BUSINESS & ECONOMICS / Management bisacsh BUSINESS & ECONOMICS / Management Science bisacsh BUSINESS & ECONOMICS / Organizational Behavior bisacsh Digital media fast Internet marketing fast Marketing / Management fast Online social networks fast Marketing gnd Online-Marketing gnd Neue Medien gnd Viral Marketing gnd Wirtschaft Marketing Management Internet marketing Online social networks Digital media |
| topic_facet | Business BUSINESS & ECONOMICS / Industrial Management BUSINESS & ECONOMICS / Management BUSINESS & ECONOMICS / Management Science BUSINESS & ECONOMICS / Organizational Behavior Digital media Internet marketing Marketing / Management Online social networks Marketing Online-Marketing Neue Medien Viral Marketing Wirtschaft Marketing Management |
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