Digital Marketing : Integrating Strategy, Sustainability, and Purpose book cover
2nd Edition

Digital Marketing
Integrating Strategy, Sustainability, and Purpose




  • Available for pre-order on June 8, 2023. Item will ship after June 29, 2023
ISBN 9781138497283
June 29, 2023 Forthcoming by Routledge
470 Pages 118 Color Illustrations

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USD $56.95

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Book Description

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.

Table of Contents

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

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Author(s)

Biography

Ira Kaufman is an Assistant Professor of Marketing and Director of the Institute of Transformative Leadership at Lynchburg College, USA. He teaches classes on digital marketing, and social entrepreneurship.

Chris Horton is a content creator and digital strategist at Synecore, USA. He specializes in digital marketing, including SEO, social and mobile marketing, apps, digital branding, internet trends, and digital transformation.

Mariusz Soltanifar is a Corporate Entrepreneurship Researcher and a Marketing Lecturer based in The Netherlands. He serves as a marketing consultant in the area of digitization, sustainability, and purpose-driven business models.

Reviews

 

"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

"With the continued growth of technology, we now live in a fast-moving digital age. All of us are members of a new digital generation; thus we are presented with endless opportunities, but we need the tools to translate strategy and values into action. Kaufman, Horton and Soltanifar provide best practices and dynamic strategies to lock us into what’s current. This is a must-have guidebook for anyone who wants to integrate digital and stay competitive."

Brandon Carroll, Enterprise Customer Success Manager, Contactually

"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 & CEO, Campbell Soup Company, USA

"Kaufman, Horton, and Soltanifar have translated our generation’s fluency with digital tools into a holistic understanding of why they matter, the immense scale of the possibilities they offer, and the practical steps for their effective implementation. For ‘digital natives,’ internalizing digital strategy is the missing link. To achieve real-world success, we need guidance to put our digital intuition to work; this book provides what is needed to do so."

Craig Phillips, Product Design Manager, Personio Group, Dublin, Ireland