Marketing managers must focus on three major drivers of change — digital, global networks and broad data — and adjust their marketing strategies to remain competitive. Strategic Marketing Management integrates the changing roles of the consumer networks, digital technologies and analysis of emerging data into the fabric of management and the entire enterprise.  The interaction of the three drivers of change determine their goals, strategy and Key Performance Indicators (KPIs.
Strategic Marketing Management (8th Edition) outlines the essentials of marketing theory and offers a structured approach to identifying, understanding, and solving marketing problems. Strategic Marketing Management, 8th Edition ePub (Adobe DRM) can be read on any device that can open ePub (Adobe DRM) files. Develop an Integrated Digital Marketing Strategy: Integrated Marketing Communications (IMC) refers to integrating core marketing concepts with traditional, online and social media to effectively connect with target markets.
Understand Consumer Empowerment:  Managers need to leverage the new power of consumers by gathering research data, gaining input on brand, pricing and distribution, and prioritizing customer service. Build a Powerful, Responsive Brand:  Brands need to respond to consumers and generate value to their social communities. Monitor the Digital Footprint: Listening to feedback and using social tools to monitor company “chatter” and social performance are the basis for responsive strategies. Evaluate the Digital ROI: Digital ROI helps brands analyze the performance of different marketing tools in achieving company goals.


Design a Strategic Marketing Plan:  Management needs to design a comprehensive strategy that imposes order on the chaos and addresses changes in the marketplace. Demonstrate the Value of the Social Enterprise: Executive teams need to integrate the transforming power of digital marketing to generate innovation and collaboration throughout the organization (IT, marketing, human relations, operations, finance, customer service) to insure market position and growth. This book delineates a comprehensive framework for articulating sound marketing strategies to guide business decisions involving product and service design, branding, pricing, sales promotion, communication, and distribution. Rather, it is an all-encompassing paradigm shift, and as such, demands a fundamental shift in thinking.
Integrated Digital Marketing builds on IMC by weaving the drivers of change (digital, global and broad data) into a more comprehensive and responsive strategy. With the explosion of the Internet, social and mobile, consumers are working into their roles as product reviewers, sources of trusted information, product advocates and brand champions. Managers need to expand their thinking to encompass Broad Data or the collecting and leveraging of appropriate levels of data related to the company’s size and goals.
Alerts, analytics and social mentions provide executive teams with real-time insights into their organization’s digital footprint and guide timely adjustments.
The plan must continuously gather and incorporate target audience data to build the digital brand presence, integrate traditional and digital tactics, and achieve key performance indicators.


The concepts, principles, and frameworks advanced in this book apply to a wide range of organizations, from startups to established market leaders, from packaged-goods manufacturers to value-added service providers, from nonprofit entities to for-profit corporations.
The “digital mindset” is grounded in a foundation of openness, flexibility, collaboration and shared network thinking. Yes, large corporations can aggregate and analyze social messages and weave the results into a new digital strategy.  But small and mid-size companies and nonprofits have different levels of access to data and the resources to analyze it. It considers the impact of digital technologies on brand engagement, customer relationships and advocacy in addition to traditional action metrics of sales and marketing exposure. Executive teams need to adopt a digital mindset as a core value and integrate this mindset into how they communicate and service their employees, consumers and greater community. There are significant sources of “low hanging data” that can be plucked and readily integrated in marketing strategies.



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