by Paul Chaney · John Wiley & Sons Ltd · tapa dura · ISBN 9780470499276
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«The Digital Handshake» is Paul Chaney's marketing and social media guide, published by John Wiley & Sons in hardback (240 pages, in English).
The work argues that traditional advertising is losing effectiveness and proposes using social media to connect with consumers. With real company cases, it reviews applications such as blogs, social networks, and online video, integrable into a marketing strategy that combines classic and new media to strengthen the brand.
First edition, published on 22 September 2009; the full title includes the subtitle 'Seven Proven Strategies to Grow Your Business Using Social Media'.
Aimed at executives and non-technical marketing professionals who want to apply social media to their business strategy.
