Unit 2: Model

Chapter 4 outlines how the drivers of change alter the fundamental concepts of marketing to create the core components of the New Marketing Normal. Chapter 5 examines how these core components translate into actionable digital marketing strategies and tactics. Chapter 6 introduces Integrated Digital Marketing, a strategic model which incorporates the best practices of the New Marketing Normal to help organizations achieve sustainable growth through digital integration.

Chapter 4: Fundamentals of the Sustainable Marketing Normal

Chapter 5: Managing the Sustainable Marketing Normal

Chapter 6: Integrated Digital Marketing