MARC details
| 000 -LEADER |
|---|
| fixed length control field |
02575nam a2200229Ia 4500 |
| 003 - CONTROL NUMBER IDENTIFIER |
|---|
| control field |
NULRC |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20250520102740.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
250520s9999 xx 000 0 und d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9781119059721 |
| 040 ## - CATALOGING SOURCE |
|---|
| Transcribing agency |
NULRC |
| 050 ## - LIBRARY OF CONGRESS CALL NUMBER |
|---|
| Classification number |
HF 5415.1265 .D457 2015 |
| 100 ## - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Dempster, Craig |
| Relator term |
author |
| 245 #4 - TITLE STATEMENT |
|---|
| Title |
The rise of the platform marketer: |
| Remainder of title |
Performance marketing with google, facebook, and twitter, plus the latest high-growth digital advertising platforms / |
| Statement of responsibility, etc. |
Craig Dempster and John Lee |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. |
|---|
| Place of publication, distribution, etc. |
Hoboken, New Jersey : |
| Name of publisher, distributor, etc. |
Wiley, |
| Date of publication, distribution, etc. |
c2015 |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xii, 228 pages : |
| Other physical details |
illustrations ; |
| Dimensions |
24 cm. |
| 365 ## - TRADE PRICE |
|---|
| Price amount |
USD20.4 |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc. note |
Includes index. |
| 505 ## - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
Chapter 1 The Age of the Customer -- Chapter 2 The Ad Tech Ecosystem Special Contributor: Anudit Vikram -- Chapter 3 Introducing the Platform Marketer -- Chapter 4 Identity Management Special Contributor: Matthew Mobley -- Chapter 5 Audience Management Special Contributor: Peter Vandre -- Chapter 6 The Privacy Paradox Special Contributor: Bennie Smith -- Chapter 7 Media Optimization Special Contributor: Megan Pagliuca -- Chapter 8 Channel Optimization Special Contributor: Zimm Zimmermann -- Chapter 9 Experience Design and Creation Special Contributors: Patrick Collins and Kevin Walsh -- Chapter 10 Audience Platform Utilization Special Contributor: Matthew Naeger -- Chapter 11 Measurement and Attribution Special Contributor: Peter Vandre -- Chapter 12 Marketing Technology Stack Special Contributor: Matthew Mobley -- Chapter 13 Organizing for Success Special Contributors: Leah van Zelm and Peter Kemp |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc. |
The Rise of the Platform Marketer helps you leverage the 'always-on' consumer to deliver more personalized engagements across media, channels, and devices. By managing these interactions at scale throughout the customer lifecycle, you can optimize the value of your customers and segments through strategic use of Connected CRM (cCRM). This book shows you how to take advantage of the massive growth and proliferation of social and other digital media, with clear strategy for developing the new capabilities, tools, metrics, and processes essential in the age of platform marketing. Coverage includes identity management, audience management, consumer privacy and compliance, media and channel optimization, measurement and attribution, experience design, and integrated technology, plus a discussion on how the company as a whole must evolve to keep pace with marketing's increasingly rapid evolution and capabilities. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
MARKETING |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
Library of Congress Classification |
| Koha item type |
Books |
