style="font-size:15px;"> 2 Auletta, Ken. 2018. Frenemies: The Disruption of the Ad Business (and Everything Else), New York: Penguin Books.3 Drucker, Peter. 1954. The Practice of Management, New York: Harper & Row.
4 Kotler, Philip, Kartajaya, Hermawan, and Setiawan, Iwan. 2010. Marketing 3:0: From Products to Customers to Human Spirit. Hoboken, NJ: Wiley.
5 Kotler, Philip, Kartajaya, Hermawan, and Setiawan, Iwan. 2017. Marketing 4:0: Moving From Traditional to Digital. Hoboken, NJ: Wiley.
6 Levitt, Theodore. 1960. “Marketing myopia.” Harvard Business Review, July–August.
7 Levitt, Theodore. 1970. “The morality (?) of advertising.” Harvard Business Review, July–August.
8 Levy, Steven. 2011. In the Plex: How Google Thinks, Works, and Shapes Our Lives. New York: Simon & Schuster.
9 Ogilvy, David. 1989. Confessions of an Advertising Man, 2nd ed. New York: Atheneum.
10 Porter, Michael. 1998. Competitive Advantage: Creating and Sustaining Superior Performance. New York: Free Press.
11 Smith, Mike. 2015. Targeted: How Technology Is Revolutionizing Advertising and the Way Companies Reach Consumers. New York: AMACOM.
12 Stewart, Thomas A. and O’Connell, Patricia. 2016. Woo, Wow, and Win: Service Design, Strategy and the Art of Consumer Delight. New York: Harper Collins.
13 Wu, Tim. 2016. The Attention Merchants: The Epic Scramble to Get Inside Our Heads. New York: Alfred A. Kopf.
Resources
1 Ad Age (www.adage.com)
2 MediaPost (media news) (www.mediapost.com)
3 Interactive Advertising Bureau (www.iab.com)
4 Ben Thompson’s “Stratechery” newsletter (www.stratechery.com)
Notes
1 i Google changed the name of AdWords to Google Ads effective July 24, 2018.
2 ii In March, 2019, Google announced it was abandoning the second‐price auction system and was adopting a first‐price auction system that is standard practice in programmatic, RTB bidding for available inventory.
3 iii Market capitalization, or market cap, is determined by multiplying a company’s stock market price times the number of outstanding shares of stock.
4 1 Auletta, Ken . 2018. Frenemies: The Epic Disruption of the Ad Business (and Everything Else) . New York: Penguin Books.
5 2 Ibid.
6 3 Schultz, E.J. and Wohl, J. 2019. “The end of austerity.” Ad Age, March 4.
7 4 Ibid.
8 5 Drucker, Peter . 1954. The Practice of Management . New York: Harper & Row.
9 6 Kotler, Philip , Kartajaya, Hermawan , and Setiawan, Iwan . 2010. Marketing 3:0: From Products to Customers to Human Spirit . Hoboken, NJ: Wiley.
10 7 Kotler, Philip , Kartajaya, Hermawan , and Setiawan, Iwan . 2017. Marketing 4:0: Moving From Traditional to Digital . Hoboken, NJ: Wiley.
11 8 Levitt, Theodore. 1960. “Marketing myopia.” Harvard Business Review, July–August.
12 9 Stewart, Thomas A. and O’Connell, Patricia . 2016. Woo, Wow And Win: Service Design, Strategy And The Art Of Customer Delight . New York: Harper Collins.
13 10 Anderson, Chris . 2006. The Long Tail: Why the Future of Business Is Selling Less of More . New York: Hachette.
14 11 Porter, Michael . 1998. Competitive Advantage: Creating and Sustaining Superior Performance . New York: Free Press.
15 12 Wu, Tim . 2016. The Attention Merchants: The Epic Scramble to Get Inside Our Heads . New York: Alfred A. Kopf.
16 13 Levy, Steven . 2011. In the Plex: How Google Thinks, Works, and Shapes Our Lives . New York: Simon & Schuster.
17 14 Ibid.
18 15 Ibid.
19 16 Ibid.
20 17 Ibid.
21 18 Ibid.
22 19 Ibid.
23 20 Ibid.
24 21 Ibid.
25 22 Thompson, Ben. 2017. Episode 124, “Exponent.” Retrieved from http://exponent.fm/esispode‐124‐thewatch‐the‐iphone‐the‐beatles.
26 23 Auletta, Ken . Frenemies: The Epic Disruption of the Ad Business (and Everything Else) . New York: Penguin Books.
27 24 Smith, Mike . 2015. Targeted: How Technology Is Revolutionizing Advertising and the Way Companies Reach Consumers . New York: AMACOM.
28 25 Thompson, Ben.
