Digital Marketing Analysis and Strategy

Hashem Aghazadeh () and Mozhde Khoshnevis ()
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Hashem Aghazadeh: University of Tehran
Mozhde Khoshnevis: University of Tehran

Chapter Chapter 2 in Digital Marketing Technologies, 2024, pp 31-61 from Springer

Abstract: Abstract In this chapter, we explain different kinds of situation analysis which should be done for digital marketing management along with useful frameworks and principles that should be considered during the analysis. Next, we talk about various objectives of digital marketing which are considered as the basis of formulating strategies. Then, we discuss digital marketing strategies and the necessary decisions that should be made while formulating these strategies.

Keywords: Situation analysis; Internal analysis; Micro-environment analysis; Macro-environment analysis; SWOT analysis; Digital marketing objectives; Digital marketing strategy; Strategy formulation (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-97-0607-5_2

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DOI: 10.1007/978-981-97-0607-5_2

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