Book description
"We are all DigiMarketers now - or we should be. The authors have
for the first time provided a lucid, hype-free, business-based and
practical guide to the new age of marketing: it is a kind of digital
Baedeker, which should be on every businessman's book-shelf."
-Miles Young
, Chairman, Ogilvy & Mather Asia Pacific
"The digital
frontier is now the center of our universe. As Kent Wertime and Ian
Fenwick show, marketers must seize this digital opportunity to
accelerate their market growth."
-John A. Quelch,
Senior Associate Dean and Lincoln Filene Professor of Business
Administration, Harvard Business School
"Too many advertisers are stuck in the primordial soup when it
comes to their digital marketing strategy. However, they need to
evolve fast if they are to survive in a multi-channel landscape. This
timely book acts like an Origin of the Species, steering hesitant
brand owners through the complexities of the digital ecosystem. An
impressive blend of academic theory, professional insight and
practical advice."
-Paul Kemp-Robertson, Co-founder
& Editorial Director, Contagious www. contagiousmagazine. com
"DigiMarketing: The Essential Guide to New Marketing &
Digital Media is a clear call for companies to evolve their
marketing practice. This book is essential reading for anyone seeking
a roadmap to the future of business."
-Dipak C. Jain,
Dean, Kellogg School of Management
"The rise of conversational media new forms of distribution -
from blogs to mobile platforms - challenge traditional approaches to
marketing, and require every business to have a transition plan. Kent
Wertime and Ian Fenwick have written a book that is required reading
for any marketers interested in successfully making that
transition."
-John Battelle, CEO and Founder,
Federated Media Publishing and Author, The Search
"Kent Wertime and Ian Fenwick have written the definitive guide
to marketing in the digital age. But Digimarketing does more
than educate marketing professionals. It describes the new media
landscape brilliantly, making it an essential read for anyone who
hopes to understand the most important technological revolution of the
past fifty years. I wore out three yellow highlighters before
realizing that every sentence and every paragraph is worth committing
to memory."
-Norman Pearlstine, Former
Editor-in-Chief, Time Inc. and Managing Editor, The Wall Street
Journal, Senior Advisor, Telecommunications & Media, The
Carlyle Group
Kent Wertime is an experienced advertising and
communications executive. Kent started his career in New York, where
he worked for international advertising agencies DMB&B and BBDO.
He has spent the past 17 years living and working in Asia. During that
time, he has held executive positions in Hong Kong, Bangkok, and
Singapore. This has included roles as CEO of OgilvyInteractive Asia
and his current position as President of OgilvyOne Asia.
Kent has
written for numerous publications including The Asian Wall Street
Journal, Media, Asiaweek, China Daily, and Brand News. His first book,
Building Brands and Believers, was published in 2002 by John Wiley
& Sons.
Ian Fenwick is an experienced management educator and marketing
consultant, having worked in Europe, North America and Asia. After
several years as Director of Canada's top-ranked MBA Program at the
Schulich School of Business, Ian has been based in Bangkok for the
past eight years. He is currently Advisor and Senior Head of
Administrative Programs at Sasin Graduate Institute of Business
Administration, a business school founded in collaboration with
Wharton and Kellogg.
Ian Fenwick has published widely in
scholarly-and not-so-scholarly-journals including the Journal of
Marketing Research, Journal of Advertising Research,
Public Opinion Quarterly and The American
Statistician.
