000			03380cam a2200397 a 4500
001			117192
005			20230410115650.0
008			120418s2012 enka 000 0 eng
035			_a17261766
925	0		_aacquire _b2 shelf copies _xpolicy default
942			_2lcc _cbk
010			_a 2012013049
020			_a9780749466046 (pbk.)
020			_a9780749466053 (ebook).
040			_aDLC _cDLC.
042			_apcc.
050	1	4	_aHF6146.I58 _bS67 2012
082	0	0	_a658.8/72 _223
084			_aBUS090010 _aBUS070060 _aBUS043000 _aBUS002000 _2bisacsh.
100	1		_aSpringer, Paul.
245	1	0	_aPioneers of digital : _bsuccess stories from leaders in advertising, marketing, search, and social media / _cPaul Springer, Mel Carson.
260			_aLondon ; _aPhiladelphia : _bKogan Page, _c2012.
300			_aviii, 224 p. : _bill. ; _c25 cm.
504			_aIncludes bibliographical references and index.
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.
946			_aDGG.
999			_c45649 _d45649