{"product_id":"digital-marketing-by-ira-kaufman-9781138497276","title":"Digital Marketing","description":"\u003cdiv class=\"book-description\"\u003e\n\u003cp\u003e\u003cem\u003eDigital Marketing: Integrating Strategy, Sustainability, and Purpose, Second Edition\u003c\/em\u003e 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 organisational core values to achieve competitive advantage.\u003c\/p\u003e\n\n\u003cp\u003eRetaining the popular integrated approach that introduces students to each concept as it becomes relevant to the digital marketing plan, this edition:\u003c\/p\u003e\n\n\u003cul\u003e\n  \u003cli\u003eCombines 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\u003c\/li\u003e\n  \u003cli\u003eIntroduces the \u003cem\u003eSustainable Marketing Normal\u003c\/em\u003e, 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\u003c\/li\u003e\n  \u003cli\u003eOutlines the key \u003cem\u003eDrivers of Change\u003c\/em\u003e and leading digital marketing trends that students must understand and incorporate to be future-ready and drive business opportunities\u003c\/li\u003e\n  \u003cli\u003eDemonstrates the impact of emerging technologies, such as virtual reality and augmented reality, on customers and other stakeholders\u003c\/li\u003e\n  \u003cli\u003eHighlights the concept of \"network thinking,\" as an opportunity for marketers and organisations to engage in activities that create value through platforms and networks\u003c\/li\u003e\n  \u003cli\u003ePresents critical insights on the importance of using data analytics to inform and drive digital activities\u003c\/li\u003e\n  \u003cli\u003eIncorporates QR codes throughout the book, which link to the book’s companion website, \u003cem\u003eDigital Marketing Resource Center\u003c\/em\u003e, offering a truly interactive learning experience\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003cp\u003eUpdated examples, a broader set of case studies, and interactive exercises support students at all stages of digital literacy, making \u003cem\u003eDigital Marketing, Second Edition\u003c\/em\u003e the go-to guidebook. An updated companion website, accessible at dmresourcecenter.com, also offers instructors a richer set of support material, including a test bank.\u003c\/p\u003e\n\u003c\/div\u003e","brand":"Unknown","offers":[{"title":"Default Title","offer_id":47605596946668,"sku":"9781138497276","price":365.0,"currency_code":"NZD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0705\/7784\/8556\/files\/9781138497276-digital-marketing.jpg?v=1778134260","url":"https:\/\/bookhero.co.nz\/products\/digital-marketing-by-ira-kaufman-9781138497276","provider":"Book Hero","version":"1.0","type":"link"}