Digital Marketing: Integrating Strategy and Tactics with Values, A Guidebook for Executives, Managers, and Students

Digital Marketing: Integrating Strategy and Tactics with Values, A Guidebook for Executives, Managers, and Students

by Ira Kaufman, Chris Horton

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Product Details

ISBN-13: 9780415716741
Publisher: Taylor & Francis
Publication date: 10/20/2014
Pages: 368
Product dimensions: 7.50(w) x 9.50(h) x 0.90(d)

About the Author

Ira Kaufman has 35 years of marketing experience spanning three worlds – business, non-profit, and education. Earning his PhD in marketing from Northwestern’s Kellogg School of Management, he advanced initiatives in social marketing with Professor Philip Kotler. As Executive Director of Legacy International, Ira developed a cultural sensitivity by integrating values and sustainability into workshops on marketing strategy in Asia and the Middle East. He taught digital marketing at the senior executive programs of Kellogg and Virginia Tech, and currently is designing innovative courses on digital marketing and social entrepreneurship at Lynchburg College School of Business and Economics. As a digital strategist, he helps companies ranging from multinationals to start-ups with their social branding and integrated digital marketing and transformation strategies.

Chris Horton is a content creator and digital strategist for Minneapolis-based integrated digital marketing agency, Synecore. An avid tech enthusiast, Chris has written hundreds of blogs and numerous ebooks on various topics related to digital marketing, including SEO, inbound, content, social, mobile, apps, digital branding and PR, Internet trends, and digital transformation. His work has been widely syndicated on leading marketing and technology blog directories, including Technorati, Social Media Today, and Business2Community. Chris’ digital marketing tips can be found on Synecore’s Marketing Technology for Growth blog.

Table of Contents

Foreword 1. Philip Kotler Foreword 2. David Edelman Preface: What is Digital and Why Should I Care? Introduction: Your Roadmap to Digital Integration Part I: Mindset 1. Transforming from Traditional to Digital Values 2. A Digitally Challenged Enterprise 3. Drivers of Change Part II: Model 4. Fundamentals of the New Marketing Normal 5. Managing the New Marketing Normal 6. Integrated Digital Marketing Part III: Strategy 7. Define and Establish 8. Convey and Promote 9. Connect and Convert 10. Measure and Refine Part IV: Implementation 11. Digital Alignment 12. Structural Integration 13. Evaluation and ROI Part V: Sustainability 14. Building Shared Value 15. Social Business to Digitally Integrated Organization. Afterword: Moving On: Digital Transformation and Marketing Development

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