THE DEFINITIVE GUIDE TO STRATEGIC CONTENT MARKETING: PERSPECTIVES, ISSUES, CHALLENGES AND SOLUTIONS
Book ID/图书代码： 07682018C00002
English Summary/英文概要： Marketers everywhere are talking about content, but not everyone is saying the same thing. Some professionals love content and believe it has revolutionized the practice of marketing. To others, it’s mere hype: a new name for what marketers have always done. The Definitive Guide to Strategic Content Marketing brings together all of these diverse perspectives, structuring them around useful key topics that provide insight into the multi-faceted nature of content marketing.
The editors of The Definitive Guide to Strategic Content Marketing weave different voices together to present a balanced view of content marketing, grouping the discussion around relevant subjects such as content monetization, native advertising, visuals vs video, and the challenge of measuring results. This structure allows readers to move through the book according to their interests, and cherry-pick the most useful aspects of each discussion to apply to their own marketing initiatives. Containing contributions from, and interviews with, leading academics, industry experts, thought leaders and influencers, this book is a truly unique resource.
Chinese Summary/中文概要： 营销人员都在讨论内容，但他们讨论的可不是一回事。一些专业人士非常热爱内容，并认为它对营销实践产生了变革性的影响。而对另一些人来说，内容只是给营销人员一直在做的事情赋予的新的名字。本书整合了所有这些观点，围绕关键的主题进行了重新梳理，并深入剖析了内容营销方方面面的本质。本书的编辑将不同的声音交织在一起，为读者呈现了有关内容营销的均衡而广泛的知识，围绕相关主题进行了分类讨论，包括内容变现、原生内容、视觉vs视频、结果评判标准等。这一结构安排使读者可以根据自己的兴趣阅读本书，选择最有用的内容运用于营销实践之中。本书收录了来自一流学者、行业专家、意见领袖的内容贡献以及对他们的采访，内容独特而丰富。(LYR)
Awards/获奖情况：
About the Author/作者介绍： Lazar Dzamic，前谷歌北欧及中欧品牌规划主管(NACE)，创意战略家、作家、学者。他是多家综合机构的获奖规划总监，并在贝尔格莱德辛吉度努姆大学的媒体与传播学院授课。
Justin Kirby，学者、作家、演说家，从事数字战略家、制作人、企业家逾20年。他在全球会议上担任主持并发言，担任行业奖项的评委并为品牌和机构提供咨询服务。
Lazar Dzamic is the former Google ZOO Head of Brand Planning for North and Central Europe (NACE), a creative strategist, writer and academic. He is an award-winning Planning Director in several integrated agencies, and lectures at the Faculty for Media & Communications at the Singidunum University in Belgrade.
Justin Kirby is an academic, writer and speaker with more than 20 years’ experience in the industry as a digital strategist, producer and entrepreneur. He chairs and speaks at conferences around the globe, judges industry awards, and provides consultancy for brands and agencies.
Format:
Rights Status/版权销售情况：Simplified Chinese/简体中文：AVAILABLE
Complex/Traditional Chinese/繁体中文：AVAILABLE
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