Taking down Goliath : digital marketing strategies for beating competitors with 100 times your spending power /
David has never had a better chance at beating Goliath, but digital marketing remains a mystery to the vast majority of would-be marketers. In other words, marketing automation will only get you so far. You still need a solid strategy. Whether you run a big company or a one-man marketing team, the d...
| Main Authors: | , |
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| Format: | Book |
| Language: | English |
| Published: |
New York :
Palgrave Macmillan,
2014.
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| Edition: | First edition. |
| Subjects: |
| Summary: | David has never had a better chance at beating Goliath, but digital marketing remains a mystery to the vast majority of would-be marketers. In other words, marketing automation will only get you so far. You still need a solid strategy. Whether you run a big company or a one-man marketing team, the digital marketing universe has a set of challenges unlike any other. This book profiles the strategies and tactics needed to successfully navigate this space. It explains each marketing discipline in detail, what to do, where to look, how to execute and most of all, what to avoid. Taking Down Goliath combines case studies from digital brands that emerged using the tactical outlay and overarching strategies that their Goliath competitors couldn't see coming, including Landscape, Wendy Davis, Linea Pelle, Bugaboo, Aramark Parks and Destinations, among others. Readers will gain a foundational understanding of how to use digital marketing channels, technologies and methodologies in order to effectively promote brands, services, and products online. The authors also teach how to create points of engagement between brands and consumers, and how to plan, create, execute and measure digital campaigns across a number of different channels. |
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| Item Description: | Includes index. |
| Physical Description: | xiii, 238 pages ; 25 cm. |
| ISBN: | 9781137444202 (hardback) 1137444207 (hardback) |