Digital Marketing: Integrating Strategy, Sustainability, and Purpose

Digital Marketing: Integrating Strategy, Sustainability, and Purpose, Second Edition, 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. It introduces the Sustainable Marketing Normal, a values-driven marketing model for the digital age, outlines the key Drivers of Change and leading digital marketing trends, demonstrates the impact of emerging technologies, highlights the concept of network thinking, and emphasizes the importance of using data analytics to inform and drive digital activities. Updated examples, a broader set of case studies, and interactive exercises support students at all stages of digital literacy.

Format: Paperback / softback
Length: 486 pages
Publication date: 29 June 2023
Publisher: Taylor & Francis Ltd

Digital Marketing: Integrating Strategy, Sustainability, and Purpose, Second Edition, delves into the latest digital tactics and strategic insights to empower students with the knowledge of how to foster sustainable growth through digital integration. It serves as a comprehensive roadmap for adopting a digital mindset, strategically incorporating digital trends, and seamlessly integrating the most effective tactics and tools with organizational core values to achieve a competitive edge.

Retaining the well-received integrated approach that introduces students to each concept as it becomes pertinent to the digital marketing plan, this edition:

Combines a robust theoretical foundation with practical insights and engaging activities, providing students with a comprehensive grasp of how to execute a digital marketing strategy within a modern business environment driven by purpose.

Introduces the Sustainable Marketing Normal, a values-driven marketing model tailored for the digital age, which incorporates the 6Ps of marketing (product, price, place, promotion, participation, and purpose) to foster customer loyalty, advocacy, and sustainable outcomes for all stakeholders.

Outlines the key Drivers of Change and prominent digital marketing trends that students must comprehend and integrate to remain future-ready and seize business opportunities.

Demonstrates the profound impact of emerging technologies, such as virtual reality and augmented reality, on customers and other stakeholders.

Highlights the concept of network thinking, offering marketers and organizations a valuable opportunity to engage in activities that generate value through platforms and networks.

Provides critical insights on the significance of leveraging data analytics to inform and drive digital activities.

Incorporates QR codes throughout the book, seamlessly linking to the book's companion website, Di, enhancing the learning experience and providing additional resources.

Weight: 453g
ISBN-13: 9781138497283
Edition number: 2 ed