Digital Marketing: Integrating Strategy, Sustainability, and Purpose, Edition 2

Ira Kaufman · Chris Horton · Mariusz Soltanifar

2023年6月 · Taylor & Francis

关于此电子书

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.

作者简介

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.