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|---|---|---|---|
| 999 |
_c11832 _d11832 |
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| 001 | 20436219 | ||
| 005 | 20200212114431.0 | ||
| 008 | 180409s2018 enka b 000 0 eng | ||
| 010 | _a 2018015408 | ||
| 020 | _a9780749482220 (pbk.) | ||
| 020 | _z9780749482237 (eISBN) | ||
| 040 |
_aDLC _beng _cDLC _erda _dDLC |
||
| 042 | _apcc | ||
| 050 | 0 | 0 |
_aHF5415.1265 _b.D93 2018 |
| 082 | 0 | 0 |
_a658.8 _223 _bD.L.T |
| 100 | 1 |
_aDzamic, Lazar, _eauthor. |
|
| 245 | 1 | 4 |
_aThe definitive guide to strategic content marketing : _bperspectives, issues, challenges and solutions / _cLazar Dzamic and Justin Kirby. |
| 250 | _aFirst Edition. | ||
| 264 | 1 |
_aLondon : _aNew York : _bKogan Page Ltd, _c[2018] |
|
| 300 |
_axxii, 266 pages : _billustrations (black and white) ; _c24 cm. |
||
| 336 |
_atext _btxt _2rdacontent |
||
| 337 |
_aunmediated _bn _2rdamedia |
||
| 338 |
_avolume _bnc _2rdacarrier |
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| 504 | _aIncludes bibliographical references. | ||
| 505 | 0 | _aIntroduction: mapping the content marketing territory -- Content marketing : a new and better promise? -- Why content is seen as the solution to current marketing challenges -- Experience economy : brand and customer experience as content enablers -- How content can help build sustainable brands with better purposes -- How content changes the way we all do business -- Creative agency perspective : how content impacts creativity, process and revenue -- Media agency perspective : how content impacts creativity, process and revenue -- Creativity, media planning and the role of content in the consumer journey -- Content distribution and its role in the consumer journey -- Content and storytelling in the age of user data abundance -- The evolution of content formats : from text to video to AR/VR to AI -- How to measure and evaluate content marketing -- Key measurement issues relating to content marketing -- Content marketing : not such a new and better promise? -- The rejecter's manifesto : key arguments against the content marketing "mirage" -- Content marketing and ethics : challenges, threats and balancing acts -- Conclusions. | |
| 650 | 0 | _aInternet marketing. | |
| 650 | 0 |
_aMarketing _xSocial aspects. |
|
| 700 | 1 |
_aKirby, Justin, _eauthor. |
|
| 776 | 0 | 8 |
_iOnline version: _aD�zami�c, Lazar, author. _tDefinitive guide to strategic content marketing _b1 Edition. _dNew York : Kogan Page Ltd, [2018] _z9780749482237 _w(DLC) 2018017330 |
| 906 |
_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg |
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| 942 |
_2ddc _cBK |
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