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Digital marketing: integrating strategy and tactics with values ; a guidebook for executives, managers, and students

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Bibliographic Details
Main Authors:	Kaufman, Ira Morton 1947- (Author), Horton, Chris (Author)
Format:	Book
Language:	English
Published:	New York, NY [u.a.] Routledge 2015
Edition:	1. publ.
Subjects:	Online-Marketing Computerunterstütztes Verfahren Marketing Electronic Commerce
Links:	https://www.gbv.de/dms/zbw/78150564X.pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=027592867&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
Physical Description:	XIII, 353 S. Ill.
ISBN:	9780415716741 9780415716758

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Record in the Search Index

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adam_text	Titel: Digital marketing Autor: Kaufman, Ira Morton Jahr: 2015 Figures Acknowledgements (X-X] Foreword: Embrace the New Digital Mindset, by Philip Kotler [XI] Foreword: More Than New Channels, It s a New Perspective, by David Edelman [XII] Preface: What is Digital, and Why Should I Care? [1] Introduction: Your Roadmap to Digital Integration [6] Chapter 1 Transforming from Traditional to Digital Values/15/ Chapter 2: A Digitally Challenged Enterprise [23] Chapter 3 Drivers of Change [37] Chapter 4: Fundamentals of the New Marketing Normal [67] Chapter 5: Managing the New Marketing Normal [89] Chapter 6: Integrated Digital Marketing [105] Chapter 7: Define and Establish /125] Chapter 8: Convey and Promote [147] Chapter 9: Connect and Convert [ 169] Chapter 10: Measure and Refine [ 183] TABLE OF CONTENTS Chapter 11 Digital Alignment [197] Chapter 12 Structural Integration [211] Chapter 13 Evaluation and ROI [233] Chapter 14: Building Shared Value [255] Chapter 15: From Social Business to Digitally Integrated Organization [267] Afterword: Digital Transformation and Marketing Development [282] End Notes [296] Glossary/322/ Index [334]
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spellingShingle	Kaufman, Ira Morton 1947- Horton, Chris Digital marketing integrating strategy and tactics with values ; a guidebook for executives, managers, and students Online-Marketing (DE-588)7706419-7 gnd Computerunterstütztes Verfahren (DE-588)4139030-1 gnd Marketing (DE-588)4037589-4 gnd Electronic Commerce (DE-588)4592128-3 gnd
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title	Digital marketing integrating strategy and tactics with values ; a guidebook for executives, managers, and students
title_auth	Digital marketing integrating strategy and tactics with values ; a guidebook for executives, managers, and students
title_exact_search	Digital marketing integrating strategy and tactics with values ; a guidebook for executives, managers, and students
title_full	Digital marketing integrating strategy and tactics with values ; a guidebook for executives, managers, and students written by Ira Kaufman & Chris Horton
title_fullStr	Digital marketing integrating strategy and tactics with values ; a guidebook for executives, managers, and students written by Ira Kaufman & Chris Horton
title_full_unstemmed	Digital marketing integrating strategy and tactics with values ; a guidebook for executives, managers, and students written by Ira Kaufman & Chris Horton
title_short	Digital marketing
title_sort	digital marketing integrating strategy and tactics with values a guidebook for executives managers and students
title_sub	integrating strategy and tactics with values ; a guidebook for executives, managers, and students
topic	Online-Marketing (DE-588)7706419-7 gnd Computerunterstütztes Verfahren (DE-588)4139030-1 gnd Marketing (DE-588)4037589-4 gnd Electronic Commerce (DE-588)4592128-3 gnd
topic_facet	Online-Marketing Computerunterstütztes Verfahren Marketing Electronic Commerce
url	https://www.gbv.de/dms/zbw/78150564X.pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=027592867&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
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