Digital Marketing

Integrating Strategy, Sustainability, and Purpose

Ira Kaufman, Chris Horton, Mariusz Soltanifar

• Éditeur: Routledge
• Année: 2023
• ISBN:
  9781351019170
• Édition: 2
• Sujet: Betriebswirtschaft
• Sous-sujet: Digitales Marketing

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.