Overview

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

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9781732987098

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Reviews

"""I highly recommend Digital Marketing, Strategy & Tactics. The book does a great job of helping students to understand the challenges and opportunities of marketing in a digital era. It also builds upon core marketing concepts with a digial lens applied - which I appeciate as an educator in this too."" Jennifer B. Barhorst, Ph.D., Marketing Professor, College of Charleston"

Author Information

"Jeremy Kagan is a growth and innovation consultant, and advisor to corporations, startups and digital media companies. He is the former Managing Director of the Eugene Lang Center for Entrepreneurship at Columbia Business School, where he managed the entrepreneurial curriculum, student programs, the Lang venture capital fund, and the Columbia Startup Lab. While there, he launched the Columbia Alumni Virtual Accelerator (CAVA), and the corporate innovation program, partnering companies and student entrepreneurs to start businesses in their areas of interest. Kagan remains on the board of the Lang Center, and is a Mentor in Residence at the Columbia Startup Lab. He is a judge of the Columbia Entrepreneurship annual business plan competition and the SIPA Dean's Challenge for Social Impact startups.As a Columbia Business School professor, he co-teaches the annual Lean Launchpad class, an intensive one-week boot camp with Steve Blank open to all Columbia University students. He is also a Professor of Digital Marketing, and Faculty Director of the Digital Marketing Strategy executive education program, and teaches both graduate and executive education classes. Kagan also teaches the Digital Marketing Intensive in the Cornell Tech MBA program, and Founding a Startup at New York University's Stern School of Business. His book ""Digital Marketing: Strategy and Tactics"", the first textbook for digital marketing, was published in 2018 by the Wessex Press, and is now in its second edition, with international editions now available as well. His new book ""Designing the Successful Corporate Accelerator"" was released by Wiley in 2021.Kagan previously was the founder and CEO of Pricing Engine, a digital marketing platform that enabled small businesses to benchmark, optimize and expand their search and social advertising campaigns. He was part of the Entrepreneur's Roundtable Accelerator's first cohort in New York City, and remains an active alumni mentor with both the regular and global programs. Kagan is also an award-winning mentor at other accelerators around the city, and is an Entrepreneur in Residence for the Founder Institute.Kagan has been a speaker and corporate trainer in the digital media industry, where his clients include companies in content, services, and e-commerce, as well as traditional advertising agencies needing digital media expertise. Kagan previously worked at Sony Music Entertainment in the Global Digital Business, where he was the Vice President of Global Account Management, working with large partners such as Nokia and Sony Ericsson. Before this, he was Vice President/Director of Strategy and Customer Insight for Publicis Modem, a leading digital advertising agency, where Kagan headed research and innovation out of the New York office."

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