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Marketing Strategy In The Digital Age: Applying Kotler's Strategies To Digital Marketing (Hardcover)
Loot Price: R1,493
Discovery Miles 14 930
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Marketing Strategy In The Digital Age: Applying Kotler's Strategies To Digital Marketing (Hardcover)
Expected to ship within 10 - 15 working days
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The market changes faster than marketing. In essence, marketing
strategy has undergone only two eras, the entity era and the bit
era, also known as the industrial age and the digital age. In the
age of digital society, all CEOs, CMOs and senior marketing
executives must consider how to change their strategies, improve
the role of marketing and adopt emerging technological and data
tools to integrate with the Internet. The goal of digital marketing
strategy is not to disrupt existing marketing strategies, but to
complement, integrate and develop the two at the same time.In this
book, the authors provide detailed discussion and practical
analysis on the relationship between marketing and digital
technologies and propose a marketing implementation framework for
digital strategy platforms. Standing for Recognize, Reach,
Relationship and Return, the 4R system is a powerful strategic
trading tool for digital implementation, especially for CEOs and
CMOs. All other tools, such as data platforms, content marketing,
DSP digital advertising and digital marketing ROI design
essentially serve the 4R system. As such, the authors advocate for
firms to restructure their digital marketing strategy around the 4R
system.
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