"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 opportunities
Demonstrates the impact of emerging technologies, such as virtual reality and augmented reality, on customers and other 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, Digital Marketing Resource Center, offering a truly interactive learning experience
Updated examples, a broader set of case studies, and interactive exercises support students at all stages of digital literacy, making Digital Marketing, Second Edition, 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

Contents:
Figures & Acknowledgements

Foreword: Embrace the Sustainable Marketing Normal, Phillip Kotler

Foreword: Adopt a Sustainable Mindset; Market with Purpose, Roberto Croci

Preface: What is Digital, and Why Should I Care?

Introduction: Your Roadmap to Digital Integration

Chapter 1: Transforming from Traditional to Digital Values

Chapter 2: A Digitally Challenged Enterprise

Chapter 3: Drivers of Change

Chapter 4: Fundamentals of the Sustainable Marketing Normal

Chapter 5: Managing the Sustainable Marketing Normal

Chapter 6: Integrated Digital Marketing

Chapter 7: Define and Establish

Chapter 8: Convey and Augment

Chapter 9: Connect and Convert

Chapter 10: Measure and Refine

Chapter 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 Organization

End Notes

Glossary

Index