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Digital Marketing
Integrating Strategy, Sustainability, and Purpose
Ira Kaufman, Chris Horton, Mariusz Soltanifar
- 486 pages
- English
- PDF
- Available on iOS & Android
Digital Marketing
Integrating Strategy, Sustainability, and Purpose
Ira Kaufman, Chris Horton, Mariusz Soltanifar
About This Book
Digital Marketing: Integrating Strategy, Sustainability, and Purpose, Second Edition, draws on the latest digital tactics and strategic insights to help students understand how to generate sustainable growth through digital integration. It provides a roadmap to adopt a digital mindset, incorporate digital trends strategically, and integrate the most effective tactics and tools with organizational core values to achieve competitive advantage.
Retaining the popular integrated approach that introduces students to each concept as it becomes relevant to the digital marketing plan, this edition:
- Combines a strong theoretical foundation with practical insights and activities that give students a comprehensive understanding of how to implement a digital marketing strategy in a modern business environment striving for purpose
- Introduces the Sustainable Marketing Normal, a values-driven marketing model for the digital age which incorporates the 6Ps of marketing (product, price, place, promotion, participation, and purpose) to grow customer loyalty and advocacy and achieve sustainable outcomes for all stakeholders
- Outlines the key Drivers of Change and leading digital marketing trends that students must understand and incorporate to be future ready and drive business opportunities
- Demonstrates the impact of emerging technologies, such as virtual reality and augmented reality, on customers and other stakeholders
- Highlights the concept of "network thinking, " as an opportunity for marketers and organizations to engage in activities that create value through platforms and networks
- Presents critical insights on the importance of using data analytics to inform and drive digital activities
- Incorporates QR codes throughout the book, which link to the book's companion website, Digital Marketing Resource Center, offering a truly interactive learning experience
Updated examples, a broader set of case studies, and interactive exercises support students at all stages of digital literacy, making Digital Marketing, Second Edition, the go-to guidebook. An updated companion website, accessible at dmresourcecenter.com, also offers instructors a richer set of support material, including a test bank.
Frequently asked questions
Table of contents
- Cover
- Endorsement Page
- Half Title
- Title Page
- Copyright Page
- Dedication
- Table of Contents
- Figures
- About the Authors
- Acknowledgements
- Foreword: Embrace the Sustainable Marketing Normal, Phillip Kotler
- Foreword: Adopt a Sustainable Mindset; Market with Purpose, Roberto Croci
- Preface: What is Digital, and Why Should I Care?
- Introduction: Your Roadmap to Digital Integration
- Chapter 1 Transforming from Traditional to Digital Values
- Chapter 2 A Digitally Challenged Enterprise
- Chapter 3 Drivers of Change
- Chapter 4 Fundamentals of the Sustainable Marketing Normal
- Chapter 5 Managing the Sustainable Marketing Normal
- Chapter 6 Integrated Digital Marketing
- Chapter 7 Define and Establish
- Chapter 8 Convey and Augment
- Chapter 9 Connect and Convert
- Chapter 10 Measure and Refine
- Chapter 11 Digital Alignment
- Chapter 12 Structural Integration
- Chapter 13 Evaluation and Return on Investment
- Chapter 14 Building Shared Value
- Chapter 15 From Social Enterprise to Digitally Integrated Organization
- Glossary
- Index