Qiao Colllen (Kotler Marketing Group China)
Qiao Colllen (Kotler Marketing Group China) - Marketing Strategy In The Digital Age: Applying Kotler's Strategies To Digital Marketing - Paperback
Qiao Colllen (Kotler Marketing Group China) - Marketing Strategy In The Digital Age: Applying Kotler's Strategies To Digital Marketing - Paperback
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Binding: Paperback
Description: 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 CE Os CM Os 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 4 R system is a powerful strategic trading tool for digital implementation especially for CE Os and CM Os. All other tools such as data platforms content marketing DSP digital advertising and digital marketing ROI design essentially serve the 4 R system. As such the authors advocate for firms to restructure their digital marketing strategy around the 4 R system.
Title: Marketing Strategy In The Digital Age: Applying Kotler's Strategies To Digital Marketing
Author(s): Qiao Colllen (Kotler Marketing Group China)
Publisher: World Scientific Publishing Co Pte Ltd
Barcode: 9789811218385
Pages: 404 Pages
Publication Date: 9/7/2020
Category: Sales & Marketing
Description: 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 CE Os CM Os 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 4 R system is a powerful strategic trading tool for digital implementation especially for CE Os and CM Os. All other tools such as data platforms content marketing DSP digital advertising and digital marketing ROI design essentially serve the 4 R system. As such the authors advocate for firms to restructure their digital marketing strategy around the 4 R system.
Title: Marketing Strategy In The Digital Age: Applying Kotler's Strategies To Digital Marketing
Author(s): Qiao Colllen (Kotler Marketing Group China)
Publisher: World Scientific Publishing Co Pte Ltd
Barcode: 9789811218385
Pages: 404 Pages
Publication Date: 9/7/2020
Category: Sales & Marketing
