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Digital marketing : integrating strategy and tactics with values, a guidebook for executives, managers, and students /

By: Kaufman, Ira Morton, 1947- [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 | Marketing -- ManagementDDC classification: 658.872
Contents:
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.
Summary: "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"--.
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Holdings
Item type Current library Call number Copy number Status Date due Barcode Item holds
Standard Loan Standard Loan ATU Sligo Yeats Library Main Lending Collection 658.872 KAU (Browse shelf(Opens below)) 1 Available 0064610
Total holds: 0

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"--.

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