Digital Marketing: Strategy & Tactics (3rd Edition)
This book approaches digital marketing in two ways: from the point of view of the strategic thinker - who might guide the vision in their organization requiring an understanding all of the options available as well as how to evaluate them; and the tactical perspective, for the roll-up-your-sleeves practitioner, who wants to dig in to the details and may even launch campaigns themselves. Each chapter is designed to present frameworks for thinking broadly and structurally about the channel being discussed, but with many examples and exercises to bring the practical deployment of digital marketing into a real-world focus.
The 3rd edition of Digital Marketing: Strategy & Tactics has been completely updated with an extensive range of highly relevant new material, particularly around AI, Video, Social Media, Influencer Marketing, E-commerce, and Emerging technologies.
Meet Our Authors: Jeremy Kagan
Jeremy Kagan is the Managing Director of the Eugene Lang Entrepreneurship Center at Columbia Business School, where he oversees the entrepreneurial curriculum and programming, the multimillion dollar Lang Investment Fund, and the Columbia Startup Lab. For over a decade he has also been a Professor at Columbia Business School, Department of Marketing, in the MBA, EMBA, and Executive Education programs, teaching in the areas of Digital Marketing, Strategy and Innovation, and Entrepreneurship.
He previously founded PricingEngine.com, a SaaS marketing technology company helping small businesses manage search marketing (SEM) and digital advertising, with peer benchmarking, a simple, unified platform for deploying and managing campaigns, and many other features to save them time, money, and acquire more sales and leads.
In his consulting capacity, Jeremy works as a mentor with numerous accelerators, such as the ER Accelerator, Innovation Norway, the German Accelerator, Dreamit, XRC Labs, as well as advising individual startup companies.
Kagan has held executive positions at Sony Music Entertainment in the Global Digital Business unit handling Global Mobile Accounts; as Vice President/Director, Strategy and Customer Insights in advertising at Publicis Modem, where he was head of Strategy and Innovation; and as a strategy consultant at IBM and Dean & Company. He holds an MBA from Columbia Business School and both a BS from the Wharton School and BA at the College of the University of Pennsylvania.
Kagan now lives with his wife and children in Greenwich Village in New York City — just down the block from where he used to promote Indie rock concerts and parties. Life’s funny that way.
Link to Bio:
Jeremy Kagan – Wessex Press Publishing Co. (wessexlearning.com)
| Format | ISBN | List Price | Wessex Website Price |
|---|---|---|---|
| Hardcover | 979-8-9901932-3-9 | $ 99.00 USD | $ 99.00 USD |
| Softcover | 979-8-9901932-4-6 | $ 52.00 USD | $ 44.70 USD |
| E-Book | 979-8-9901932-5-3 | N/A | $ 34.70 USD |
Testimonials
Kagan’s book builds both a firm foundation across the channels of digital marketing from search to social media, while also diving into the most important areas emerging today, from influencer marketing to mixed and augmented reality. It’s a perfect guide for someone new to the world of digital marketing, and a reference manual for those with more experience, sure to provide insights and a new perspective. Kagan’s approach ensures a high-level strategic view while digging into practical and tactical tools for the digital marketing professional.
I highly recommend Digital Marketing: Strategy & Tactics. The book does a great job of helping students to understand the challenges and opportunities of marketing in a digital era. It also builds upon core marketing concepts with a digital lens applied — which I appreciate as an educator in this too.