Taking Down Goliath: Digital Marketing Strategies for Beating Competitors With 100 Times Your Spending Power - Rilegato

Ryan, Kevin M.; Graham, Rob

Rilegato

ISBN 10: 1137444207 ISBN 13: 9781137444202

Casa editrice: Palgrave Macmillan, 2014

Riassunto

Advances in software, auction-based media, analytics, and big data have made it possible for the average marketer to compete with marketers with 100 times the spending power. Taking Down Goliath profiles the ways in which digital marketing can level the playing field, if you know how to use it.

Su questo libro

Recensione:

"What do you do if you're a twentieth century business awakening to the new rules of the twenty-first century? In Taking Down Goliath, Ryan and Graham unpack the secrets of creative leverage for the digital age. Armed with practical advice and insights, this book offers a great strategic framework for re-considering your brand and attacking lethargic thinking." - John Gerzema, Best-selling author and social strategist

"Anyone can write a book directing big brands in how to spend their billion dollar marketing budgets. Taking Down Goliath guides small brands in how to use their size as an advantage to strategically out maneuver the big guys. This is an exceptional book demonstrating how digital has changed the rules of marketing andhas tilted it in favor of the smaller, innovative player." - Jeffrey Cole, Director & CEO, Center for the Digital Future at USC Annenberg School

"It's not magic. But in order to succeed at digital marketing today you need a heck of a lot of smarts and know-how. The authors of this book can't help you with the former, but they sure can help you with the latter! With this book, you'll get solid, practical advice from two masters who do this stuff every day, and do it exceptionally well." - Geoffrey Ramsey, Chairman and Co-founder, eMarketer, Inc.

"What makes this book invaluable is its unrelenting focus on the 'why' (not just the 'how') of digital marketing. That, and inspiring interviews with real-life Davids who have leveraged digital tools to make a real difference in their careers, their businesses and their lives make this plain-English book downright inspirational!" - Rebecca Lieb, Industry Analyst, The Altimeter Group & author of Content Marketing

"My job is helping the Fortune 1000 survive the digital revolution, and that just got harder! This book doesn't just tell you what to do to compete effectively as a little guy. It walks you through the process providing clear and effective instruction." - Stefan Tornquist, Vice President, Research Econsultancy

"Taking Down Goliath helps to level the playing field between the Davids and Goliaths of the world. Today many SMBs look with fear at digital marketing, but Ryan and Graham have done an excellent job simplifying both the strategies and tactics needed to make smaller businesses competitive with the big guys." - John F. Kelsey, III, Advisor, BIA/Kelsey, Founder, The Kelsey Group, Inc.

Descrizione del libro:

A comprehensive and practical guide for creating a COMPLETE digital marketing strategy and campaign for mid-sized companies

Su questa edizione

• Editore: Palgrave Macmillan
• Data di pubblicazione: 2014
• ISBN 10: 1137444207
• ISBN 13: 9781137444202
• Rilegatura: Copertina rigida
• Numero di pagine: 238