DIGITAL MARKETING

Digital Marketing Integrating Strategy Sustainability and Purpose Second Edition draws on the latest digital tactics and strategic insights to help students understand how to generate sustainable growth through digital integration It provides a roadmap to adopt a digital mindset incorporate digital trends strategically and integrate the most effective tactics and tools with organizational core values to achieve competitive advantage Retaining the popular integrated approach that introduces students to each concept as it becomes relevant to the digital marketing plan this edition Combines a strong theoretical foundation with practical insights and activities that give students a comprehensive understanding of how to implement a digital marketing strategy in a modern business environment striving for purpose Introduces the Sustainable Marketing Normal a values driven marketing model for the digital age which incorporates the 6Ps of marketing product price place promotion participation and purpose to grow customer loyalty and advocacy and achieve sustainable outcomes for all stakeholders Outlines the key Drivers of Change and leading digital marketing trends that students must understand and incorporate to be future ready and drive business opportunitie