MARC Record from Library of Congress

LEADER: 03173nam a22003498a 4500
001 2012013049
003 DLC
005 20120418164219.0
008 120418s2012 enk 000 0 eng
010 $a 2012013049
020 $a9780749466046 (pbk.)
020 $a9780749466053 (ebook)
040 $aDLC$cDLC
042 $apcc
050 00 $aHF6146.I58$bS67 2012
082 00 $a658.8/72$223
084 $aBUS090010$aBUS070060$aBUS043000$aBUS002000$2bisacsh
100 1 $aSpringer, Paul.
245 10 $aPioneers of digital :$bsuccess stories from leaders in advertising, marketing, search, and social media /$cPaul Springer, Mel Carson.
260 $aLondon ;$aPhiladelphia :$bKogan Page,$c2012.
263 $a1212
300 $ap. cm.
520 $a"From 2009 to 2010, digital advertising spend rose 10%, and print advertising spend dropped 25%. Digital accounted for 8% of worldwide advertising spend in 2010 and is projected to reach 20% by 2014. The pioneers featured in this book have had a direct impact on these types of changes in the marketing and advertising industry. Pioneers of Digital discusses the individuals who have fundamentally altered the way advertising, marketing and communications industries operate. Springer and Carson include cases featuring the minds that developed Kinect for Xbox 360, Dove's "Real Beauty" campaign and Artists Without a Label, a free digital music distribution service for independent artists. Their stories explain how digital advertising can be best integrated with other advertising media and show the best approaches for different types of online promotion. Covering the characteristics and strengths of digital advertising media, Pioneers of Digital provides unique insights and advice for readers interested in commercial online thinking"--$cProvided by publisher.
520 $a"Pioneers of Digital is about those individuals who have truly altered the way advertising, marketing and other communications industries operate. It features twenty inspirational interviews with those who have defined digital formats and campaigns, revealing the stories behind the groundbreaking ideas and creative ingenuity that have shaped the digital world. The pioneers profiled in the book come from the seemingly unrelated fields of design, gaming, music, journalism, branding, search and social networking but they were the first to realize the potential of the digital technologies they used. Moving across the globe from the USA to the UK, China, India and New Zealand, and involving organizations such as Apple, Coca Cola, Ogilvy, Publicis and Google, Pioneers of Digital provides unique insights and advice for anyone interested in commercial online thinking"--$cProvided by publisher.
650 0 $aInternet advertising.
650 0 $aInternet marketing.
650 0 $aSocial media.
650 7 $aBUSINESS & ECONOMICS / E-Commerce / Internet Marketing.$2bisacsh
650 7 $aBUSINESS & ECONOMICS / Industries / Media & Communications Industries.$2bisacsh
650 7 $aBUSINESS & ECONOMICS / Marketing / General.$2bisacsh
650 7 $aBUSINESS & ECONOMICS / Advertising & Promotion.$2bisacsh
700 1 $aCarson, Mel.