Digital Marketing

Integrating Strategy, Sustainability, and Purpose
2. Auflage 2023
ISBN: 978-1-138-49728-3
Verlag: Taylor & Francis Ltd

Buch, Englisch, 508 Seiten, Format (B × H): 187 mm x 241 mm, Gewicht: 1218 g

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.

Zielgruppe

General, Professional, and Undergraduate

Autoren/Hrsg.

Horton, Chris

Kaufman, Ira

Soltanifar, Mariusz

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Management Wissensmanagement
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing
• Mathematik | Informatik EDV | Informatik Professionelle Anwendung

Inhaltsverzeichnis

Figures & 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 ROI

Chapter 14: Building Shared Value

Chapter 15: From Social Business to Digitally Integrated Organization

End Notes

Glossary

Index

Über Autor(innen)

Ira Kaufman uses his 45 years of business experience to challenge leaders, entrepreneurs, and students to discover sustainable solutions that fuel purposeful impact. He earned his PhD in marketing from Northwestern’s Kellogg School of Management, and his company, Entwine Digital, works with midsize organizations and multinationals to design values-based, impact-driven strategies and train World Class Leaders.

Chris Horton gained his master's degree from the University of St. Andrews in Scotland. He has spent the last 25 years as a business and marketing consultant for various organizations ranging from small businesses to Fortune 500 enterprises.

Mariusz Soltanifar is a corporate entrepreneurship and innovation researcher and a marketing lecturer based in the Netherlands. He serves as a marketing consultant in the area of international marketing, digitization, sustainability, and purpose-driven business models.