TY  - BOOK
AU  - Dempster,Craig
AU  - Lee,John
TI  - The rise of the platform marketer: performance marketing with Google, Facebook, and Twitter, plus the latest high-growth digital advertising platforms 
SN  - 9781119153863
AV  - HF5415.1265 
U1  - 658.8/72 23
PY  - 2015///]
CY  - Hoboken, New Jersey
PB  - Wiley
KW  - Internet marketing
KW  - Internet advertising
KW  - Relationship marketing
KW  - Social media
KW  - Marketing
KW  - Customer relations
KW  - Marketing sur Internet
KW  - Publicit�e sur Internet
KW  - Marketing relationnel
KW  - BUSINESS & ECONOMICS
KW  - Industrial Management
KW  - bisacsh
KW  - Management
KW  - Management Science
KW  - Organizational Behavior
KW  - fast
N1  - Includes index; Includes bibliographical references and index; The age of the customer -- The ad tech ecosystem -- Introducing the platform marketer -- Identity management
N2  - "The Rise of the Platform Marketer helps you leverage the 'always-on' consumer to deliver more personalized engagements across media, channels, and devices. By managing these interactions at scale throughout the customer lifecycle, you can optimize the value of your customers and segments through strategic use of Connected CRM (cCRM). This book shows you how to take advantage of the massive growth and proliferation of social and other digital media, with clear strategy for developing the new capabilities, tools, metrics, and processes essential in the age of platform marketing. Coverage includes identity management, audience management, consumer privacy and compliance, media and channel optimization, measurement and attribution, experience design, and integrated technology, plus a discussion on how the company as a whole must evolve to keep pace with marketing's increasingly rapid evolution and capabilities."--
UR  - https://onlinelibrary.wiley.com/doi/book/10.1002/9781119153863
ER  -