Books

Manager's Guide to Online Marketing (Briefcase Books)

For busy managers, Manager’s Guide to Online Marketing offers a comprehensive crash course on today’s most important marketing platform. Online marketing has evolved far beyond just websites and banner ads. Increasingly, a business’s credibility now rests on its ability not to just embrace digital platforms, but to coordinate a broad spectrum of media in every campaign. Manager’s Guide to Online Marketing explains how to do this and more by planning and executing effective cross-channel digital outreach using an array of the latest, most sophisticated tools and strategies.

Lisa“In an era where online social relationships influence purchase decisions, this book serves as a critical reference tool to help marketers navigate across social media channels and in a manner that drives measurable results. A must-read for anyone wanting to better optimize their marketing investments.” – Lisa Bacus, EVP & CMO, American Family Insurance

steven-rosenblatt“Millions of people every day use Foursquare on their phones to connect with friends, businesses, and brands around the world. This book provides specific strategies on how to leverage location-based technologies for your company. I highly recommend Manager’s Guide to Online Marketing.”– Steven Rosenblatt, Chief Revenue Officer, Foursquare

Brett“Finally, a handbook for managers in this new era of online marketing, social, and mobile. This has been a longtime coming and is an essentially guide to the many, high leverage opportunities available to managers. Andy Grove always wrote about management leverage, and in this age you can be more efficient and effective than ever – if you know how to use the tools.” – Brett Hurt, Founder, President, and CEO, Bazaarvoice, Inc.

David“Just when marketers thought they had ‘digital’ figured out, the Web changed and has become social, mobile and more pervasive than ever. Jason’s work on the Manager’s Guide to Online Marketing clearly lays out what’s different this time around and how marketing managers need to re-think their digital strategies and tactics. This is one book custom tailored for marketing professionals looking to move the needle in a digital world.” – David Armano, Managing Director, Edelman Digital Central Region.

sandy-carter“As companies look to build their social media practice, Jason Weaver carefully outlines each step to achieving success in the Manager’s Guide to Online Marketing. Important topics around developing a web communication policy, regulating and controlling social media within a large organization, and identifying and understanding how to deal with online legal issues are all covered in this book. It’s a must read for every organization.” – Sandy Carter, IBM Vice President Social Business Evangelism and Sales