Digital Marketing: Integrating Strategy, Sustainability, and Purpose

ISBN-13: 9781138497283 / Angielski / Miękka / 2023 / 456 str.

Ira Kaufman; Chris Horton; Mariusz Soltanifar

Opis

Digital Marketing: Integrating Strategy, Sustainability, and Purpose, 2e 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 six Ps 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 customer 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 2e the go-to guidebook. An updated companion website also offers instructors a richer set of support material, including a test bank.

Recenzje

 

"Digital Marketing will prepare executives, managers, owners, and students to integrate digital and traditional marketing strategies and tactics with core values and business goals to achieve unprecedented levels of efficiency and innovation."

Philip Kotler, S.C. Johnson and Son Distinguished Professor of International Marketing, Kellogg School of　 Management,　 Northwestern　 University, USA

"Kaufman, Horton, and Soltanifar’s guidebook gives readers an interactive overview of marketing in the digital age. Aspiring digital marketers will find a treasure trove of valuable insights from case studies, expert insights, digital diagnostics, and takeaways within these pages. Leaders and laymen alike can use this as a roadmap for bringing their marketing efforts to life in the 21st century."

Doug Conant, Former President and CEO, Campbell Soup Company, USA

"Digital Marketing is a must-read for anyone looking to take their digital marketing efforts to the next level, striving to achieve business goals while also promoting sustainability and purpose-driven initiatives. The authors’ thoughtful and engaging writing style makes complex concepts easy to understand; their insights apply to businesses of all sizes and industries. If you're looking to create meaningful change through your marketing efforts, this book is an excellent place to start."

Snjezana Slabek, Senior Director, Learning and Training, Cognite AS, Norway　

　

"This book is excellent for those who want to grasp the crucial concepts of digital marketing in an era where sustainability is imperative for all brands. The second edition update adroitly summarizes the latest digital technologies and business functions driving today’s interconnected global marketplace."　

Dr. Lau Kong Cheen, Associate Professor, School of Business, Singapore University of Social Sciences (SUSS), Malaysia

Spis treści

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

O autorze

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.