Ira Kaufman, Chris Horton, Mariusz Soltanifar

Digital Marketing (eBook, PDF)

Integrating Strategy, Sustainability, and Purpose

• Format: PDF

Produktbeschreibung

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.

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Produktdetails

• Verlag: Taylor & Francis eBooks
• Seitenzahl: 508
• Erscheinungstermin: 29. Juni 2023
• Englisch
• ISBN-13: 9781351019170
• Artikelnr.: 68291867

Autorenporträt

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.

Inhaltsangabe

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