This book approaches digital marketing in two ways: from the point of view of the strategic

thinker - who might guide the vision in their organization requiring an understanding all of

the options available as well as how to evaluate them; and the tactical perspective, for the

roll-up-your-sleeves practitioner, who wants to dig in to the details and may even launch

campaigns themselves.

Each chapter is designed to present frameworks for thinking broadly and structurally about

the channel being discussed, but with many examples and exercises to bring the practical

deployment of digital marketing into a real-world focus.