Marketing Strategy In The Digital Age: Applying Kotler's Strategies To Digital Marketing

The market changes faster than marketing, and marketing strategy has undergone two eras: the entity era and the bit era. In the age of digital society, 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 4R system is a powerful strategic trading tool for digital implementation, and all other tools serve the 4R system.

Format: Paperback / softback
Length: 404 pages
Publication date: 07 September 2020
Publisher: World Scientific Publishing Co Pte Ltd

The market is a dynamic and ever-evolving landscape, surpassing the speed at which marketing strategies can adapt. In essence, marketing has undergone two distinct eras: the entity era and the bit era, also known as the industrial age and the digital age. In the age of digital society, CEOs, CMOs, and senior marketing executives must proactively rethink their strategies, enhance the role of marketing, and embrace emerging technological and data tools to seamlessly integrate with the Internet. The primary objective of digital marketing strategy is not to disrupt existing marketing frameworks but rather to complement, integrate, and further develop them simultaneously.

This book delves into a comprehensive discussion and practical analysis of the intricate relationship between marketing and digital technologies. It presents a comprehensive marketing implementation framework tailored for digital strategy platforms. The 4R system, which stands for Recognize, Reach, Relationship, and Return, serves as a powerful strategic trading tool for digital implementation, particularly for CEOs and CMOs.

Other tools, such as data platforms, content marketing, DSP digital advertising, and digital marketing ROI design, all revolve around and support the 4R system. As such, the authors advocate for firms to reimagine their digital marketing strategy around the 4R framework. By doing so, organizations can unlock new opportunities, enhance customer engagement, and achieve sustainable competitive advantage in the ever-changing digital landscape.

Weight: 602g
Dimension: 152 x 229 x 26 (mm)
ISBN-13: 9789811218385