Digital marketing : integrating strategy, sustainability and purpose / Ira Kaufman, Chris Horton, Mariusz Soltanifar
Inglés
2ª ed. .— New York : Routledge, 2024 .— XXI, 485 p. ; 24x19 cm
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. Highlights the concept of `network thinking,` as an opportunity for marketers and organizations to engage in activities that create value through platforms and networks . Presents critical insights on the importance of using data analytics to inform and drive digital activities . Incorporates QR codes throughout the book, which link to the book’s companion website, also offers instructors a richer set of support material, including a test bank.
