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Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation Paperback – Apr 28 2012

5.0 out of 5 stars 1 customer review

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Product Details

  • Paperback: 297 pages
  • Publisher: Kogan Page; 2 edition (April 28 2012)
  • Language: English
  • ISBN-10: 0749464275
  • ISBN-13: 978-0749471026
  • Product Dimensions: 15.5 x 1 x 23.4 cm
  • Shipping Weight: 549 g
  • Average Customer Review: 5.0 out of 5 stars 1 customer review
  • Amazon Bestsellers Rank: #382,495 in Books (See Top 100 in Books)
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Product Description


"[P]rovides a simple easy-to-read overview... a great introduction to the subject. ...It is a book that every marketing professional should consider if digital marketing falls within your remit. It would be useful for anyone who is interested in understanding the subject. If you’re completely new to most areas of digital marketing, it’s a great way of getting your head around the basics and fundamentals. The book will help you build a thorough and effective digital marketing campaign and I would recommend it highly."
(B2B Marketing James Wright)

Marketing managers, marketing team members, finance directors, brand managers, sales promotion directors, anyone interested in how digital media is changing marketing strategy.

"This latest edition discusses digital media and how to apply it to business pursuits, from choosing online marketing challenges to building an effective e-mail list, developing on online outreach code of ethics, and more. An excellent 'must have' reference for any business concerned with digital marketing." --Midwest Book Review, The Bookwatch: Business Shelf

Praise for the previous edition:

"[T]he subject is presented in a thoughtful, fulsome manner that nonetheless remains accessible to all readers.... Highly recommended." --CHOICE 

Book Description

Expert accounts of the revolution in marketing strategy

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Top Customer Reviews

Format: Paperback Verified Purchase
good read. Helpful towards a thorough understanding of the subject.
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Most Helpful Customer Reviews on (beta) HASH(0xa82052c4) out of 5 stars 17 reviews
10 of 11 people found the following review helpful
HASH(0xa8783d38) out of 5 stars Good overview of internet marketing; Full of common knowledge in the industry. Jan. 8 2014
By Jaewoo Kim - Published on
Format: Paperback Verified Purchase
If you are already familiar with digital marketing, then you probably won't get much out of this book.

If you are new to digital/internet marketing, then this book does a fine job and I recommend it.

I can't say the writing is particularly engaging. So I downgraded this book from 4 to 3 stars for that reason.

The book covers SEO, social networks, internet marketing jargons and concepts, and some of the latest trends.

In the rapidly changing world of internet marketing, the information in this book has become somewhat outdated. This book, for example, cites that digital "retargetting" comprises around 5% of total internet ads. I am fairly sure that number is much higher now and retargetting has taken a much higher significance in the world of digital marketing.

The book, unfortunately, doesn't cover digital marketing strategy all that much. The depth of digital marketing strategy, in my opinion, was rather shallow.

1)Excellent overview of digital marketing. Lot of new and valuable information for those who are unfamiliar with the industry.
2)Covers many of the business aspects (3C and 4P) of digital marketing. This isn't geared towards the tech-heads.
3)Covers many cutting edge areas such as social networking.

1)No groundbreaking information that industry insiders would be unaware.
2)Digital marketing strategy coverage was particularly shallow and lacking meaningful analysis.
3)No deep insight into the future of digital marketing.
4)Already somewhat outdated. But most of the content is still highly relevant.
8 of 9 people found the following review helpful
HASH(0xa88326f0) out of 5 stars Sound basis for a direct /digital marketing course Jan. 20 2013
By Edward E. Rigdon - Published on
Format: Paperback Verified Purchase
There is nice coverage and good up-to-date information about digital marketing today. He book also includes links to more information, It is not a textbook, of course, but it is not full of embarrassing rah-rah and it does not read like some professor-type just did a little reading and churned out 400 pages of regurgitation. U.S. buyers may be turned off by its UK focus and examples, but don't be dismayed. The quality and meatiness of the writing carry the book. You will certainly supplement with something else, depending on your emphasis, but this is a nice sold work that can provide a core for your course.
4 of 6 people found the following review helpful
HASH(0xa8832618) out of 5 stars good content June 24 2013
By Jeremy - Published on
Format: Paperback Verified Purchase
I enjoyed reading this book but it was not amazing - I think it's worth a read but it will not blow your mind.
HASH(0xa80baa38) out of 5 stars Great Material June 24 2015
By Claudia Rodriguez - Published on
Format: Paperback Verified Purchase
This book is very insightful if you are looking to know more about marketing online. I used it for school, and a lot of its material has been helpful to be now that I am working in the marketing field.
HASH(0xa8e1eaf8) out of 5 stars The reference book for Digital Marketers Oct. 23 2015
By Butch M. Sarma - Published on
Format: Paperback Verified Purchase
Really great reference book for digital marketers! I use it as a text in the MBA class that I teach, MKTG 691 Digital Marketing at Virginia Commonwealth University in Richmond, VA.