Interactive guidebook essential for organizations to adapt to a ‘Digital Market’
"Modern marketing must be reconstituted to move into the digital age. I applaud Kaufman and Horton’s effort to advance marketing. This book will prepare executives, managers, owners, and students to integrate digital marketing strategies and tactics with core values and business goals to achieve unprecedented levels of efficiency and innovation." - Philip Kotler, S.C. Johnson and Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University, USA
Digital Marketing: Integrating Strategy and Tactics with Values is an easy-to-understand guidebook that draws on the latest digital tactics and strategic insights to help organizations generate sustainable growth through digital integration. It provides the roadmap every organization needs to adopt a digital mindset.
Bringing the reader through its five-step Path to Digital Integration (Mindset, Model, Strategy, Implementation, and Sustainability), Digital Marketing seeks to outline the key leading digital marketing trends executives need to understand and incorporate. The authors evaluate the digital channels and technologies teams can leverage to execute a successful Integrated Digital Marketing strategy included:
- Insight into the latest digital tactics: website, social, mobile, search, content, and email marketing; data analytics
- Social tools: Facebook, Twitter, YouTube, LinkedIn, Instagram, Pinterest, Google Plus
This interactive guidebook provides a truly Connected Digital Experience (CDE): the Zappar augmented reality mobile app allows the reader to activate the “Discover More” and “Play Video” icons found throughout the book, instantly connecting the reader, via their mobile device, to additional content housed on its companion website, Digital Marketing Resource Center (www.dmresourcecenter.org). The Play Video icons incorporate point-in-time video commenting solution Vusay to enable interactive social conversations around each video.
Digital Marketing is the ideal guide for aspiring leaders – executives, instructors, owners, entrepreneurs, managers, students – at all stages of digital literacy.
For additional information about this title, visit http://www.routledge.com/u/routledge/ira/
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. 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.
Media Contact:
Diane Rachuba, Associate Marketing Manager / 212.216.7801 / diane.rachuba@taylorandfrancis.co
Associate Marketing Manager / 212.216.7801 / diane.rachuba@taylorandfrancis.com
Routledge Books, part of the Taylor and Francis Group (Informa)
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