This book is written for a world that has changed radically in the past decade. At the start of the prior decade, Google barely existed and well-known strategists dismissed Internet advertising models (Porter, 2001). By decade’s end, Google brought in more advertising revenue than any firm, online or off, and had risen to become the most profitable media company on the planet. Today billions in advertising dollars flee old media and are pouring into digital efforts, and this shift is reshaping industries and redefining skills needed to reach today’s consumers.
UNIVERSITY OF MINNESOTA
-, “Information Systems: A Manager's Guide to Harnessing Technology,” Open Educational Resource (OER) , accessed March 1, 2021, http://oer.iain-padangsidimpuan.ac.id/items/show/2661.