Paid, owned, earned: maximizing marketing returns in a socially connected world
Saved in:
| Main Author: | |
|---|---|
| Format: | Electronic eBook |
| Language: | English |
| Published: |
London
Kogan Page
©2012
|
| Subjects: | |
| Online Access: | TUM01 Volltext |
| Item Description: | 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 |
| Physical Description: | 1 Online-Ressource |
| ISBN: | 0749465638 9780749465636 |
Staff View
MARC
| LEADER | 00000nmm a2200000zc 4500 | ||
|---|---|---|---|
| 001 | BV042740294 | ||
| 003 | DE-604 | ||
| 005 | 20151021 | ||
| 007 | cr|uuu---uuuuu | ||
| 008 | 150806s2012 |||| o||u| ||||||eng d | ||
| 020 | |a 0749465638 |c electronic bk. |9 0-7494-6563-8 | ||
| 020 | |a 9780749465636 |c electronic bk. |9 978-0-7494-6563-6 | ||
| 035 | |a (OCoLC)779140686 | ||
| 035 | |a (DE-599)BVBBV042740294 | ||
| 040 | |a DE-604 |b ger |e aacr | ||
| 041 | 0 | |a eng | |
| 049 | |a DE-91 | ||
| 082 | 0 | |a 658.8 |2 23 | |
| 100 | 1 | |a Burcher, Nick |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Paid, owned, earned |b maximizing marketing returns in a socially connected world |c Nick Burcher |
| 264 | 1 | |a London |b Kogan Page |c ©2012 | |
| 300 | |a 1 Online-Ressource | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b c |2 rdamedia | ||
| 338 | |b cr |2 rdacarrier | ||
| 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 | ||
| 650 | 4 | |a Business | |
| 650 | 7 | |a BUSINESS & ECONOMICS / Industrial Management |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS / Management |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS / Management Science |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS / Organizational Behavior |2 bisacsh | |
| 650 | 7 | |a Digital media |2 fast | |
| 650 | 7 | |a Internet marketing |2 fast | |
| 650 | 7 | |a Marketing / Management |2 fast | |
| 650 | 7 | |a Online social networks |2 fast | |
| 650 | 7 | |a Marketing |2 gnd | |
| 650 | 7 | |a Online-Marketing |2 gnd | |
| 650 | 7 | |a Neue Medien |2 gnd | |
| 650 | 7 | |a Viral Marketing |2 gnd | |
| 650 | 4 | |a Wirtschaft | |
| 650 | 4 | |a Marketing |x Management | |
| 650 | 4 | |a Internet marketing | |
| 650 | 4 | |a Online social networks | |
| 650 | 4 | |a Digital media | |
| 776 | 0 | 8 | |i Erscheint auch als |n Druck-Ausgabe, Paperback |z 0-7494-6562-X |
| 776 | 0 | 8 | |i Erscheint auch als |n Druck-Ausgabe, Paperback |z 978-0-7494-6562-9 |
| 856 | 4 | 0 | |u http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=430324 |x Aggregator |3 Volltext |
| 912 | |a ZDB-4-NLEBK | ||
| 999 | |a oai:aleph.bib-bvb.de:BVB01-028171166 | ||
| 966 | e | |u http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=430324 |l TUM01 |p ZDB-4-NLEBK |q TUM_PDA_EBSCOBAE_gekauft |x Aggregator |3 Volltext | |
Record in the Search Index
| _version_ | 1804174954660364288 |
|---|---|
| any_adam_object | |
| author | Burcher, Nick |
| author_facet | Burcher, Nick |
| author_role | aut |
| author_sort | Burcher, Nick |
| author_variant | n b nb |
| building | Verbundindex |
| bvnumber | BV042740294 |
| collection | ZDB-4-NLEBK |
| ctrlnum | (OCoLC)779140686 (DE-599)BVBBV042740294 |
| dewey-full | 658.8 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8 |
| dewey-search | 658.8 |
| dewey-sort | 3658.8 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Electronic eBook |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>03047nmm a2200589zc 4500</leader><controlfield tag="001">BV042740294</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">20151021 </controlfield><controlfield tag="007">cr|uuu---uuuuu</controlfield><controlfield tag="008">150806s2012 |||| o||u| ||||||eng d</controlfield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">0749465638</subfield><subfield code="c">electronic bk.</subfield><subfield code="9">0-7494-6563-8</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9780749465636</subfield><subfield code="c">electronic bk.</subfield><subfield code="9">978-0-7494-6563-6</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)779140686</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)BVBBV042740294</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">aacr</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-91</subfield></datafield><datafield tag="082" ind1="0" ind2=" "><subfield code="a">658.8</subfield><subfield code="2">23</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">Burcher, Nick</subfield><subfield code="e">Verfasser</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">Paid, owned, earned</subfield><subfield code="b">maximizing marketing returns in a socially connected world</subfield><subfield code="c">Nick Burcher</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">London</subfield><subfield code="b">Kogan Page</subfield><subfield code="c">©2012</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">1 Online-Ressource</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">c</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">cr</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="500" ind1=" " ind2=" "><subfield code="a">Includes bibliographical references and index</subfield></datafield><datafield tag="500" ind1=" " ind2=" "><subfield code="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</subfield></datafield><datafield tag="500" ind1=" " ind2=" "><subfield code="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</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Business</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">BUSINESS & ECONOMICS / Industrial Management</subfield><subfield code="2">bisacsh</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">BUSINESS & ECONOMICS / Management</subfield><subfield code="2">bisacsh</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">BUSINESS & ECONOMICS / Management Science</subfield><subfield code="2">bisacsh</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">BUSINESS & ECONOMICS / Organizational Behavior</subfield><subfield code="2">bisacsh</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Digital media</subfield><subfield code="2">fast</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Internet marketing</subfield><subfield code="2">fast</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Marketing / Management</subfield><subfield code="2">fast</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Online social networks</subfield><subfield code="2">fast</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Marketing</subfield><subfield code="2">gnd</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Online-Marketing</subfield><subfield code="2">gnd</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Neue Medien</subfield><subfield code="2">gnd</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Viral Marketing</subfield><subfield code="2">gnd</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Wirtschaft</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Marketing</subfield><subfield code="x">Management</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Internet marketing</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Online social networks</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Digital media</subfield></datafield><datafield tag="776" ind1="0" ind2="8"><subfield code="i">Erscheint auch als</subfield><subfield code="n">Druck-Ausgabe, Paperback</subfield><subfield code="z">0-7494-6562-X</subfield></datafield><datafield tag="776" ind1="0" ind2="8"><subfield code="i">Erscheint auch als</subfield><subfield code="n">Druck-Ausgabe, Paperback</subfield><subfield code="z">978-0-7494-6562-9</subfield></datafield><datafield tag="856" ind1="4" ind2="0"><subfield code="u">http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=430324</subfield><subfield code="x">Aggregator</subfield><subfield code="3">Volltext</subfield></datafield><datafield tag="912" ind1=" " ind2=" "><subfield code="a">ZDB-4-NLEBK</subfield></datafield><datafield tag="999" ind1=" " ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-028171166</subfield></datafield><datafield tag="966" ind1="e" ind2=" "><subfield code="u">http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=430324</subfield><subfield code="l">TUM01</subfield><subfield code="p">ZDB-4-NLEBK</subfield><subfield code="q">TUM_PDA_EBSCOBAE_gekauft</subfield><subfield code="x">Aggregator</subfield><subfield code="3">Volltext</subfield></datafield></record></collection> |
| id | DE-604.BV042740294 |
| illustrated | Not Illustrated |
| indexdate | 2024-07-10T07:08:36Z |
| institution | BVB |
| isbn | 0749465638 9780749465636 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-028171166 |
| oclc_num | 779140686 |
| open_access_boolean | |
| owner | DE-91 DE-BY-TUM |
| owner_facet | DE-91 DE-BY-TUM |
| physical | 1 Online-Ressource |
| psigel | ZDB-4-NLEBK ZDB-4-NLEBK TUM_PDA_EBSCOBAE_gekauft |
| publishDate | 2012 |
| publishDateSearch | 2012 |
| publishDateSort | 2012 |
| publisher | Kogan Page |
| record_format | marc |
| 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 |
| url | http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=430324 |
| work_keys_str_mv | AT burchernick paidownedearnedmaximizingmarketingreturnsinasociallyconnectedworld |