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Digital Marketing: Integrating Strategy and Tactics with Values, A Guidebook for Executives, Managers, and Students Hardcover – October 20, 2014

4.9 out of 5 stars 26 customer reviews

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Editorial Reviews

Review

"Modern marketing must be reconstituted to move into the digital age. I applaud Kaufman and Horton’s effort to advance marketing. This book will prepare executives, managers, owners, and students to integrate digital marketing strategies and tactics with core values and business goals to achieve unprecedented levels of efficiency and innovation." - Philip Kotler, S.C. Johnson and Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University, USA

"Digital Marketing is destined to become the next "must read" for business, academia and anyone trying to master the digital age. Kaufman and Horton provide a Connected Digital Experience (integrating print, video, internet and mobile), taking this subject area to the next level in both content and delivery." - Don Mathison, former Senior Vice President, Media General Cable TV, USA 

"Kaufman and Horton have tackled one of the most important aspects of how corporations need to conduct their digital transformation – capturing the new digital and social customer experience opportunities by shifting the marketing mindset. In Digital Marketing the authors articulate not just the challenges of this new digital marketing era, but the strategies, tactics and tools require to drive real business opportunities." - Didier Bonnet, Senior Vice President and Global Practice Leader, Capgemini Consulting, UK

"As a long-time advocate of a shift in the nature of marketing, I share Ira and Chris' (Kaufman and Horton's) belief that we need a new guidebook for marketing practitioners. The balance of fresh perspective and deep capability building is what most companies are seeking; I am energized to see a book that brings both to the fore so well. I am sure that those who read this book will come away ready to get to the heart of what really needs to change for their companies to become digitally-adroit leaders." - David Edelman, Partner, McKinsey & Co, USA

"Digital Marketing: Integrating Strategy, Tactics with Values makes a great contribution to opening up the field of Digital Marketing. " - Anthony Marshall, Global CEO Study Program Director and Strategy and Transformation Leader, International Business Machines, USA

"Kaufman and Horton’s Guidebook gives readers an interactive overview of marketing in the digital age. Aspiring digital marketers will find a treasure trove of valuable insights from case studies, expert insights, digital diagnostics, and takeaways within these pages. Leaders and laymen alike can use this as a roadmap for bringing their marketing efforts to life in the 21st century." - Doug Conant, Chairman, Avon Products, USA and Former President & CEO, Campbell Soup Company, USA

"The speed of change across society and business due to digital impact has created a demand for new learning tools and dynamically updated information for business and marketing education. Kaufman and Horton have offered a timely digital marketing resource that builds the right context (digital mindset, societal change, integration) along with appropriate detail to educate both students and professionals. Set in an innovative format, the multi-modal, dynamically updated digital resource center is more than a book and promises to meet today’s students where they live – in an integrated, interactive and searchable world." - David Ferguson, Associate Vice President for Emerging Media Initiatives and Executive Director of the Center for Media Design, Ball State University, USA

"Business schools have recognized the need to integrate digital marketing into marketing curriculum; however, the integration process is still in its infancy. Kaufman and Horton’s book Digital Marketing will help students and business professionals understand digital marketing and its relationship to marketing strategy. The authors organize the book around their well thought out "Path to Digital Integration" which provides a valuable roadmap for organizations to follow as they make the inevitable transition into a digital marketing age." - Scott A. Inks, Director of H.H. Gregg Center for Professional Selling and Associate Professor, Ball State University, USA

"Digital culture has hit marketing harder than it has hit many other disciplines. Ira and Chris have taken their knowledge and experience and created a guidebook that is not just for marketers, but also for anyone in an organization who doesn’t want to get swept away in the coming digital transformation. The authors identify digital personas inside an organization and view digital adoption through their eyes and their actions, especially how they internalize company values. Students need this book so they know what they are walking into out in the workplace, and practitioners need to understand the current state of affairs, so they can usher in the change instead of getting knocked over by it." - Jeffrey L. Cohen, Distinguished Lecturer in Social Media and Marketing Analytics, Ball State University, USA

"Kaufman and Horton have translated our generation's fluency with digital tools into a holistic understanding of why they matter, the immense scale of the possibilities they offer, and the practical steps for their effective implementation. For "digital natives," internalizing digital strategy is the missing link. To achieve real-world success, we need guidance to put our digital intuition to work; this book provides what is needed to do so." - Craig Phillips, Senior Program Associate, Partners for Democratic Change, USA

"With the continued growth of technology, we now live in a fast-moving digital age. All of us are members of a new digital generation, thus we are presented with endless opportunities, but we need the tools to translate strategy and values into action. Kaufman and Horton provide best practices and dynamic strategies to lock us into what’s current. This is a must-have guidebook for anyone who wants to integrate digital and stay competitive." - Brandon Carroll, Vice President, Koofers Campus Recruiter, USA

"
Digital Marketing is poised to become an essential hybrid text in its field" - Kellog Magazine

From the Author

Check out this brief interview with authors Ira Kaufman and Chris Horton. --This text refers to the Paperback edition.
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Product Details

  • Hardcover: 368 pages
  • Publisher: Routledge; 1 edition (October 20, 2014)
  • Language: English
  • ISBN-10: 0415716748
  • ISBN-13: 978-0415716741
  • Product Dimensions: 7.3 x 0.9 x 10.2 inches
  • Shipping Weight: 2.4 pounds (View shipping rates and policies)
  • Average Customer Review: 4.9 out of 5 stars  See all reviews (26 customer reviews)
  • Amazon Best Sellers Rank: #3,053,598 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

Format: Paperback
This book covers not just functional online strategies, but rather use a consultancy perspective from corporate values/mission, down to business objectives, strategy, implementation and measurement. Besides, many good frameworks are being introduced throughout the text to link the content together. In fact, I have bought and read many other eMarketing texts, either they are too technical, too theoretical, or lack of good frameworks to connect the discussions together. For both teaching in the university and applying in consultancy work, I find this is the best one in the market I have seen so far related to Digital Strategy. It is also the 1st book I find that covers both Integrated Digital Marketing and Integrated Digital Organization, two very important concepts nowadays.
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Format: Paperback Verified Purchase
Excellent book! This book provides a great framework to assess one's digital strategy and to think differently about digital marketing. It's filled with some great case studies and it's well organized. Furthermore, its timely and highly relevant to any business.
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Format: Paperback
In order to find success in modern day marketing, Digital Marketing: Integrating Strategy and Tactics with Values is a must read! As a student, it has helped me to gain a better understanding of exactly what Digital Marketing is and why it is so important. The Guidebook goes in depth about incorporating our values in the organization’s decisions to market in our transparent digital world. When you look at Traditional Marketing, it entails things like newspaper/magazine ads, television commercials, and radio advertisements. In other words, it is talking AT the consumers. Digital Marketing is a whole different ballgame. It talks TO the consumers. It involves the use of social media (Facebook, Instagram, Twitter, LinkedIn, VuSay, Zappar, etc.), interactions with consumers on a consistent basis, integration of values throughout the company, and the collection and evaluation of consumer data.

The Guidebook is very informative, concise, and clear. This is great because everyone can understand it - executives, managers, employees, students, or just day-to-day readers. There is not an overflow of information that makes you want to close the book. The diagrams throughout each chapter help the reader to better understand the topics. In addition, the use of the Zappar app really helps to involve readers and delivers updated information in a new and interactive manner. In sum, as a senior in college, this book helped prepare me to contribute in the real world. Now, I know what a Digitally Integrated Organization is and how I can help create change and success within my future company.

Matt Baker- 22 year old Sports Management Major / Marketing Minor, Lynchburg College
November 26, 2014
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Format: Kindle Edition
As an undergraduate college student with a marketing minor, I can say that Digital Marketing is a response to the need for an integrated educational approach in both the business world and the academic world. The Guidebook and the paired course material seek to underscore the importance of the digital world by showcasing the lasting features of this new mode of business. The approach is not narrowly focused on the most popular media tools of the moment; instead, it emphasizes lasting integration and implementation, combining core values with digital strategies, tactics, and tools as foundational elements of a unified approach to digital marketing.

Digital Marketing uses a hybrid of digitized text and newer tools like concise PowerPoints, links to websites, an augmented reality mobile app called ZAPPAR, and VuSay video commenting software and internet media tools. In this way, the book exemplifies the methods that it is teaching, providing an example of the uses of the digital world that it attempts to reveal and integrate. Because of this hybrid set-up, the book has a double impact, on the one hand effectively teaching students and businesses the important changes, values, and strategies of the digital world, and on the other clearly showing them an example of such implementation through new teaching methods. The book imitates real-world changes in its teaching style. This means that the new teaching approaches will give students a chance to engage and interact with materials, with the teachers, and with each other in a way that will prepare them for their future interaction with the digital world.

In short, the book strives to create an imitation of real life on all fronts. It innovates and reinvents learning in the digitized world by using the same values to teach it.
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Format: Kindle Edition Verified Purchase
The companies have to transform themselves to adapt the new digital era. Every company will be convinced to change eventually. Kaufman & Horton's Digital Marketing: Integrating Strategy and Tactics with Values book provides such a content that would accelerate the conviction process of the companies. I, as a strategic marketing consultant, have found many useful information in this book that transformed the way I look to digital. Decision-makers in a company which is dedicated to transform in marketing should read this book.
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Format: Paperback Verified Purchase
Digital Marketing: Integrating Strategy and Tactics with Values is an excellent guide which provides a practical organizational approach to digital landscape that is built on high value expert insights.
5 Step Path to Digital Integration: 1) Adopt a Digital Mindset, 2) Embrace a new Model, 3) Formulate a new Strategy, 4) Execute it's Implementation, 5) Generate Sustainability
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