Digital Marketing: Integrating Strategy and Tactics with Values, A Guidebook for Executives, Managers, and Students

Digital Marketing: Integrating Strategy and Tactics with Values is an easy-to-understand guidebook that draws on the latest digital tactics and strategic insights to help organizations generate sustainable growth through digital integration. It provides a roadmap to adopt a digital mindset, incorporate digital trends strategically, and integrate the most effective digital tactics and tools with core values to achieve competitive advantage.

Bringing the reader through its five-step Path to Digital Integration (Mindset, Model, Strategy, Implementation, and Sustainability), the book seeks to:

• Outline the key drivers of change and leading digital marketing trends that executives need to understand and incorporate to drive business opportunity


• Evaluate the digital channels and technologies that management teams can leverage to execute a successful, integrated digital marketing strategy; this includes insight into the latest digital tactics (website, social, mobile, search, content, and email marketing; data analytics) and social tools (Facebook, Twitter, YouTube, LinkedIn, Instagram, Pinterest, Google Plus)


• Examine the impact of digital transformation on the organization, from the effect of digital tactics on customer experience (CX) to the value of integrating internal digital strategies to facilitate collaboration and innovation

• Guide aspiring leaders on how to combine core values and business goals with progressive digital strategies, tactics, and tools to generate sustainable outcomes for all stakeholders

Ira Kaufman has 35 years of marketing experience spanning three worlds – business, non-profit, and education. Earning his PhD in marketing from Northwestern’s Kellogg School of Management, he advanced initiatives in social marketing with Professor Philip Kotler. As Executive Director of Legacy International, Ira developed a cultural sensitivity by integrating values and sustainability into workshops on marketing strategy in Asia and the Middle East. He taught digital marketing at the senior executive programs of Kellogg and Virginia Tech, and currently is designing innovative courses on digital marketing and social entrepreneurship at Lynchburg College School of Business and Economics. As a digital strategist, he helps companies ranging from multinationals to start-ups with their social branding and integrated digital marketing and transformation strategies.

Chris Horton is a content creator and digital strategist for Minneapolis-based integrated digital marketing agency, Synecore. An avid tech enthusiast, Chris has written hundreds of blogs and numerous ebooks on various topics related to digital marketing, including SEO, inbound, content, social, mobile, apps, digital branding and PR, Internet trends, and digital transformation. His work has been widely syndicated on leading marketing and technology blog directories, including Technorati, Social Media Today, and Business2Community. Chris’ digital marketing tips can be found on Synecore’s Marketing Technology for Growth blog.