Mariusz Soltanifar – författare

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 purposeIntroduces 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 stakeholdersOutlines the key Drivers of Change and leading digital marketing trends that students must understand and incorporate to be future ready and drive business opportunitiesDemonstrates the impact of emerging technologies, such as virtual reality and augmented reality, on customers and other stakeholdersHighlights the concept of "network thinking," as an opportunity for marketers and organizations to engage in activities that create value through platforms and networksPresents critical insights on the importance of using data analytics to inform and drive digital activitiesIncorporates QR codes throughout the book, which link to the book’s companion website, Digital Marketing Resource Center, offering a truly interactive learning experienceUpdated 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.

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.

This open access book explores the global challenges and experiences related to digital entrepreneurial activities, using carefully selected examples from leading companies and economies that shape world business today and tomorrow. Digital entrepreneurship and the companies steering it have an enormous global impact; they promise to transform the business world and change the way we communicate with each other. These companies use digitalization and artificial intelligence to enhance the quality of decisions and augment their business and customer operations. This book demonstrates how cloud services are continuing to evolve; how cryptocurrencies are traded in the banking industry; how platforms are created to commercialize business, and how, taken together, these developments provide new opportunities in the digitalized era. Further, it discusses a wide range of digital factors changing the way businesses operate, including artificial intelligence, chatbots, voice search, augmented and virtual reality, as well as cyber threats and data privacy management. “Digitalization mirrors the Industrial Revolution’s impact. This book provides a complement of perspectives on the opportunities emanating from such a deep seated change in our economy. It is a comprehensive collection of thought leadership mapped into a very useful framework. Scholars, digital entrepreneurs and practitioners will benefit from this timely work.”Gina O’Connor, Professor of Innovation Management at Babson College, USA“This book defines and delineates the requirements for companies to enable their businesses to succeed in a post-COVID19 world. This book deftly examines how to accomplish and achieve digital entrepreneurship by leveraging cloud computing, AI, IoT and other critical technologies. This is truly a unique “must-read” book because it goes beyond theory and provides practical examples.”Charlie Isaacs, CTO of Customer Connectionat Salesforce.com, USA"This book provides digital entrepreneurs useful guidance identifying, validating and building their venture. The international authors developed new perspectives on digital entrepreneurship that can support to create impact ventures.”  Felix Staeritz, CEO FoundersLane, Member of the World Economic Forum Digital Leaders Board and bestselling author of FightBack, Germany