Digital marketing : integrating strategy and tactics with values, a guidebook for executives, managers, and students /
By: Kaufman, Ira Morton [author.].
Contributor(s): Horton, Chris (Marketing consultant) [author.].
Publisher: New York, NY : Routledge, 2015Description: xiii, 353 pages : ill. ; 25 x 28 cm.Content type: text | text Media type: unmediated | unmediated Carrier type: volume | volumeISBN: 9780415716741; 9780415716741; 0415716748; 9780415716758; 0415716756.Subject(s): Internet marketing![](/opac-tmpl/bootstrap/images/filefind.png)
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Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
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ATU Sligo Yeats Library Main Lending Collection | 658.872 KAU (Browse shelf(Opens below)) | 1 | Available | 0064610 |
Includes bibliographical references and index.
Embrace the New Digital Mindset / Phillip Kotler -- More Than New Channels, It's a New Perspective / David Edelman -- What is Digital and Why Should I Care? -- Your Roadmap to Digital Integration -- Transforming from Traditional to Digital Values -- A Digitally Challenged Enterprise -- Drivers of Change -- Fundamentals of the New Marketing Normal -- Managing the New Marketing Normal -- Integrated Digital Marketing -- Define and Establish -- Convey and Promote -- Connect and Convert -- Measure and Refine -- Digital Alignment -- Structural Integration -- Evaluation and ROI -- Sustainability -- Building Shared Value -- From Social Business to Digitally Integrated Organization -- Moving On: Digital Transformation and Marketing Development.
"Digital Marketing is an easy-to-understand guidebook that helps the reader to adopt a digital mindset, incorporate digital trends strategically, and integrate the most effective digital tools with core values to attain a competitive advantage"--.