Digital Marketing Strategy emphasizes how digital technologies make marketing more effective because they allow for individual attention, better... campaign management, and better product, marketing design, and execution. The book does not ignore the fundamental theories of marketing, but emphasizes their usefulness in developing a response to the threats and opportunities created by the Internet. It is organized around an easy-to-understand flow diagram for formulating marketing strategies: understand customer needs, formulate a strategy, implement the strategy, and build trust with customers. Digital technology discussed includes customer relationship management software, sales force automation, wireless technology, marketing automation software, and decision support systems. Case studies throughout the book illustrate real-life digital technology scenarios; they include: Mothernature.com, Dell, Insite, Terra Lycos, MarketSoft, OSRAM Sylvania, Logistics.com, Travelocity, and Citibank Online. For anyone pursuing a career in marketing; also for practitioners, marketing professionals, consultants, executive trainers and others employed in corporate training.

Marshall McLuhan died on the last day of 1980, on the doorstep of the personal computer revolution. Yet McLuhan's ideas anticipated a world of media in... motion, and its impact on our lives on the dawn of the new millennium.Paul Levinson examines why McLuhan's theories about media are more important to us today than when they were first written, and why the Wired generation is now turning to McLuhan's work to understand the global village in the digital age.

This extensively illustrated and comprehensive book introduces both novice and professional photographers to the new and fascinating field of digital... media. The history of computers from calculators to today's multimedia is followed carefully. The book shows the transition from analog imaging to digital imaging, with major improvements in clarity. The techniques used in today's multimedia exercises are fully described with focus on what can be created. The authors are proficient in bridging the gap between the new media and the world of arts and design. Basic concepts and associated techniques of image editing, digital illustration painting, 2D and 3D animation, digital layout, and web page design work. Hundreds of illustrations visually explain the more complex issues such as, reproducing photos and their histograms, and remapping values using the Levels control for correcting problems in image density and contrast. Information on vector illustration is available for Adobe, Illustrator, Macromedia, Freehand, and Corel Draw programs. For novice and professional photographers, artists, illustrators, 2D and 3D animators, and Website designers.

This is the first textbook on the central ethical issues of digital media, ranging from computers and the Internet to mobile phones. It is also the... first book of its kind to consider these issues from a global perspective, introducing ethical theories from multiple cultures. It further utilizes examples from around the world, such as the publication of "the Mohammed Cartoons"; diverse understandings of what "privacy" means in Facebook or MySpace; why pirating CDs and DVDs may be justified in developing countries; and culturally-variable perspectives on sexuality and what counts as "pornography." Readers and students thus acquire a global perspective on the central ethical issues of digital media, including privacy, copyright, pornography and violence, and the ethics of cross-cultural communication online.The book is designed for use across disciplines - media and communication studies, computer science and informatics, as well as philosophy. It is up-to-date, accessible and student- and classroom-friendly: each topic and theory is interwoven throughout the volume with detailed sets of questions that foster careful reflection, writing, and discussion into these issues and their possible resolutions. Each chapter further includes additional resources and suggestions for further research and writing.

In a world where anyone can become a media producer, everyone should know something about media law – both to protect their own rights and to avoid... violating the rights of others.  Digital Media Law is the first media law text to respond to digitalization and globalization--the two most significant agents of change in the 21st century.  The first book to explain how media law has evolved to meet the challenges posed by digital media, providing an introduction to all areas of digital media law and its overlap with traditional media law  Covers areas such as Internet publishing, file sharing, satellite radio and cellular phone broadcasts Features explanations of traditional communication law concepts, illustrated with modern cases related to digital media that students know and use Expanded treatments are given to particularly interesting issues, cases, law projects, treaties, and litigants, etc. Accompanying website with ancillaries and updates on legal topics related to digital media can be found at http://www.digitalmedialaw.us.

Covering the latest legal updates and rulings, the second edition of Digital Media Law presents a comprehensive introduction to all the critical issues... surrounding media law. Provides a solid foundation in media lawIllustrates how digitization and globalization are constantly shifting the legal landscapeUtilizes current and relevant examples to illustrate key conceptsRevised section on legal research covers how and where to find the lawUpdated with new rulings relating to corporate political speech, student speech, indecency and Net neutrality, restrictions on libel tourism, cases filed against U.S. information providers, WikiLeaks and shield laws, file sharing, privacy issues, sexting, cyber-stalking, and many othersAn accompanying website is regularly updated with new rulings, access to slip opinions and other supplementary material.

This book provides a strong universal foundation in the core concepts and practice that are applicable in digital media. For a more in-depth look at... digital media, the series includes two other books which each take either a technical or artistic perspective.  The book covers the essentials of digital media – digital imaging, video, audio, and multimedia authoring. Analogies drawn from everyday life are used to explain abstract concepts. Software-specific videos show how to use popular digital media applications.  For anyone interested in learning the basics of digital media.

Digital Media Primer is designed for students from all disciplines interested in learning the foundational concepts and basic techniques in digital... media production. The Second edition has been expanded so that while readers learn the concepts and techniques of digital media production, they will also learn basic computer programming skills.    The Primer is not tied to a specific application program like Flash or Photoshop; instead, the author introduces tools and techniques using a task-based approach and provides the rationale for the techniques. This way, the skills readers learn are transferable to whatever tool they end up using or have access to. For readers that do not know how to navigate certain tools, Wong provides brief Application tutorials as supplemental material.