The book's organization, structure and flow are very logical and are easy to follow. Also the color coding for each chapter and clear numbering and font change for subchapters helps the reader to navigate around. All used terms are well described on beginning of the chapter they are most relevant for and later reinforced throughout the text.Īll the concepts explained and used throughout the book are consistently reinforced with relevant examples.Īs mentioned above, I like the structure of the text: Think, Create, Engage, Retain, Optimise. The book is very well organized and clear. Some topics like The Internet of Things, Artificial Intelligence, Voice Marketing ( Apple’s Siri, Microsoft’s Cortana and Amazon’s Alexa) could be covered with more emphases, since that is the are of future growth and concentration. So by it's nature at the time book is published information needs updates.Īs described in the point above, the relevance of this topic is very short lived, because of the very fast changes in e-marketing. There are almost daily changes and new features to social media accounts, changes to SEO and technology used in eficient e-marketing. E-Marketing is difficult to cover in a textbook with the speed of industry changes.
The content is accurate, however not absolutely up to date. I like the structure Think, Create, Engage, Retain, Optimise. Especially from e-marketing perspective it's important to cover the ever flattening global environment and its benefits and challenges. One area I find missing is Global Marketing. The content of the book is relevant and covers most marketing principles. Reviewed by Klara Karol, Instructor of Business Administration, Holyoke Community College on 6/29/20 I'm not quite sure this section is relevant to this book. Similar to modularity, very easy to follow.
Very clear with additional links to further information and images that showed you how to do things step-by-step.Ībsolutely, the book does a great job dividing into relevant sections. The inclusion of case studies as helpful as well as the images to walk you through some of the steps of advertising on Facebook and Google Analytics. It was quite good except header bidding relating to online advertising was omitted. The concept and creation of header bidding has disrupted the traditional ad server waterfall and I felt that needed more inclusion. I found that the section on advertising was quite good but would have liked to see a discussion of the ad server waterfall as well as header bidding. The book does a great job covering topics such as search engine optimization and analytics. Reviewed by Kashef Majid, Associate Professor of Marketing, University of Mary Washington on 7/10/21