Marketing strategy in the digital age: applying Kotler's strategies to digital marketing
"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...
Gespeichert in:
| Hauptverfasser: | , , , |
|---|---|
| Weitere Verfasser: | |
| Format: | Elektronisch E-Book |
| Sprache: | English Chinese |
| Veröffentlicht: |
New Jersey
World Scientific
[2020]
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| Schlagworte: | |
| Online-Zugang: | EUV01 FHD01 FHI01 UBR01 URL des Erstveröffentlichers |
| Zusammenfassung: | "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"--Publisher's website |
| Beschreibung: | Includes index |
| Beschreibung: | 1 Online-Ressource (xxxii, 371 Seiten) |
| ISBN: | 9789811216985 9789811216992 |
| DOI: | 10.1142/11737 |
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Datensatz im Suchindex
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| author | Kotler, Milton Cao, Tiger Wang, Sam Qiao, Collen |
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| author_facet | Kotler, Milton Cao, Tiger Wang, Sam Qiao, Collen Zhang, Yuheng |
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| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
| doi_str_mv | 10.1142/11737 |
| format | Electronic eBook |
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| illustrated | Not Illustrated |
| index_date | 2024-07-03T15:49:32Z |
| indexdate | 2024-07-10T08:59:12Z |
| institution | BVB |
| isbn | 9789811216985 9789811216992 |
| language | English Chinese |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-032387048 |
| oclc_num | 1220907119 |
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| spelling | Kotler, Milton Verfasser (DE-588)141937491 aut Shu zi shi dai de ying xiao zhan lüe Marketing strategy in the digital age applying Kotler's strategies to digital marketing Milton Kotler, Tiger Cao, Sam Wang, Collen Qiao (Kotler Marketing Group, China) ; translated by Yuheng Zhang New Jersey World Scientific [2020] © 2020 1 Online-Ressource (xxxii, 371 Seiten) txt rdacontent c rdamedia cr rdacarrier Includes index "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"--Publisher's website Aus dem Chinesischen übersetzt Internet marketing Marketing / Technological innovations Marketing (DE-588)4037589-4 gnd rswk-swf Digitale Revolution (DE-588)7854804-4 gnd rswk-swf Strategie (DE-588)4057952-9 gnd rswk-swf Marketing (DE-588)4037589-4 s Strategie (DE-588)4057952-9 s Digitale Revolution (DE-588)7854804-4 s DE-604 Cao, Tiger Verfasser (DE-588)1227494319 aut Wang, Sam Verfasser (DE-588)1220918466 aut Qiao, Collen Verfasser aut Zhang, Yuheng trl Erscheint auch als Druck-Ausgabe, Hardcover 978-981-121-697-8 Erscheint auch als Druck-Ausgabe, Paperback 978-981-121-838-5 https://doi.org/10.1142/11737 Verlag URL des Erstveröffentlichers Volltext |
| spellingShingle | Kotler, Milton Cao, Tiger Wang, Sam Qiao, Collen Marketing strategy in the digital age applying Kotler's strategies to digital marketing Internet marketing Marketing / Technological innovations Marketing (DE-588)4037589-4 gnd Digitale Revolution (DE-588)7854804-4 gnd Strategie (DE-588)4057952-9 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)7854804-4 (DE-588)4057952-9 |
| title | Marketing strategy in the digital age applying Kotler's strategies to digital marketing |
| title_alt | Shu zi shi dai de ying xiao zhan lüe |
| title_auth | Marketing strategy in the digital age applying Kotler's strategies to digital marketing |
| title_exact_search | Marketing strategy in the digital age applying Kotler's strategies to digital marketing |
| title_exact_search_txtP | Marketing strategy in the digital age applying Kotler's strategies to digital marketing |
| title_full | Marketing strategy in the digital age applying Kotler's strategies to digital marketing Milton Kotler, Tiger Cao, Sam Wang, Collen Qiao (Kotler Marketing Group, China) ; translated by Yuheng Zhang |
| title_fullStr | Marketing strategy in the digital age applying Kotler's strategies to digital marketing Milton Kotler, Tiger Cao, Sam Wang, Collen Qiao (Kotler Marketing Group, China) ; translated by Yuheng Zhang |
| title_full_unstemmed | Marketing strategy in the digital age applying Kotler's strategies to digital marketing Milton Kotler, Tiger Cao, Sam Wang, Collen Qiao (Kotler Marketing Group, China) ; translated by Yuheng Zhang |
| title_short | Marketing strategy in the digital age |
| title_sort | marketing strategy in the digital age applying kotler s strategies to digital marketing |
| title_sub | applying Kotler's strategies to digital marketing |
| topic | Internet marketing Marketing / Technological innovations Marketing (DE-588)4037589-4 gnd Digitale Revolution (DE-588)7854804-4 gnd Strategie (DE-588)4057952-9 gnd |
| topic_facet | Internet marketing Marketing / Technological innovations Marketing Digitale Revolution Strategie |
| url | https://doi.org/10.1142/11737 |
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