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 aboutthe channel being discussed, but with many examples and exercises to bring the practicaldeployment of digital marketing into a real-world focus.