Digital Marketing

Ira Kaufman uses his 45 years of business experience to challenge leaders, entrepreneurs, and students to discover sustainable solutions that fuel purposeful impact. He earned his PhD in marketing from Northwestern’s Kellogg School of Management, and his company, Entwine Digital, works with midsize organizations and multinationals to design values-based, impact-driven strategies and train World Class Leaders.Chris Horton gained his master's degree from the University of St. Andrews in Scotland. He has spent the last 25 years as a business and marketing consultant for various organizations ranging from small businesses to Fortune 500 enterprises.Mariusz Soltanifar is a corporate entrepreneurship and innovation researcher and a marketing lecturer based in the Netherlands. He serves as a marketing consultant in the area of international marketing, digitization, sustainability, and purpose-driven business models.

• Figures & Acknowledgements Foreword: Embrace the Sustainable Marketing Normal, Phillip KotlerForeword: Adopt a Sustainable Mindset; Market with Purpose, Roberto CrociPreface: What is Digital, and Why Should I Care? Introduction: Your Roadmap to Digital IntegrationChapter 1: Transforming from Traditional to Digital ValuesChapter 2: A Digitally Challenged EnterpriseChapter 3: Drivers of ChangeChapter 4: Fundamentals of the Sustainable Marketing NormalChapter 5: Managing the Sustainable Marketing Normal Chapter 6: Integrated Digital Marketing Chapter 7: Define and EstablishChapter 8: Convey and AugmentChapter 9: Connect and ConvertChapter 10: Measure and RefineChapter 11: Digital Alignment Chapter 12: Structural Integration Chapter 13: Evaluation and ROI Chapter 14: Building Shared Value Chapter 15: From Social Business to Digitally Integrated OrganizationEnd Notes Glossary Index

"Digital Marketing will prepare executives, managers, owners, and students to integrate digital and traditional 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"Kaufman, Horton, and Soltanifar’s guidebook gives readers an interactive overview of marketing in the digital age. Aspiring digital marketers will find a treasure trove of valuable insights from case studies, expert insights, digital diagnostics, and takeaways within these pages. Leaders and laymen alike can use this as a roadmap for bringing their marketing efforts to life in the 21st century."Doug Conant, Former President and CEO, Campbell Soup Company, USA"Digital Marketing is a must-read for anyone looking to take their digital marketing efforts to the next level, striving to achieve business goals while also promoting sustainability and purpose-driven initiatives. The authors’ thoughtful and engaging writing style makes complex concepts easy to understand; their insights apply to businesses of all sizes and industries. If you're looking to create meaningful change through your marketing efforts, this book is an excellent place to start."Snjezana Slabek, Senior Director, Learning and Training, Cognite AS, Norway "This book is excellent for those who want to grasp the crucial concepts of digital marketing in an era where sustainability is imperative for all brands. The second edition update adroitly summarizes the latest digital technologies and business functions driving today’s interconnected global marketplace." Dr. Lau Kong Cheen, Associate Professor, School of Business, Singapore University of Social Sciences (SUSS), Malaysia