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EVERYTHING I KNOW ABOUT MARKETING I LEARNED FROM GOOGLEGOLDMAN AARONwydawnictwo: MCGRAW-HILL , rok wydania 2010, wydanie Icena netto: net price + 5% vat. In Everything I Know about Marketing I Learned from Google, digital marketing guru Aaron Goldman shares 20 lessons from the world’s most ubiquitous brand to help you better engage your customers and prospects. You’ll learn how to do everything from initiating digital “conversations” with customers to testing and quantifying your efforts. In addition to his expert insight, Goldman delivers case studies featuring some of the world’s most innovative brands that have integrated lessons from Google into their own marketing strategy. You’ll see how:
And now you, too, can Google your business to build meaningful connections with more customers than ever! Aaron Goldman is Chief Marketing Officer at Kenshoo, where he puts lessons learned from Google to good use through global technology solutions for managing online advertising. Goldman lives in Chicago. Table of Contents
Acknowledgments and Other Miscellany Introduction 1 1 Relevancy Rules 13 2 Tap the Wisdom of Crowds 25 3 Keep It Simple, Stupid 41 4 Mindset Matters 55 5 Be Where Your Audience Is 69 6 Don't Interrupt 85 7 Act Like Content 99 8 Test Everything 113 9 Track Everything 127 10 Let the Data Decide 143 11 Brands Can Be Answers 165 12 Your Unique Selling Proposition Is Critical 179 13 Your Competition Is Broader Than You Think 199 14 You Can Learn a Lot from a Query 213 15 Sex Sells 227 16 Altruism Sells 239 17 Show Off Your Assets 257 18 The More Shelf Space, the Better 271 19 Make Your Company a Great Story 285 20 Don't Rely on Search Engine Marketing Alone 299 21 Future-Proofing 313 Conclusion 331 Index 333 341 pages, Hardcover
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