Marketing Strategy in the Digital Age:Applying Kotler's Strategies to Digital Marketing

Milton Kotler, Tiger Cao, Sam Wang and Collen Qiao
Additional contact information
Milton Kotler: Kotler Marketing Group, China
Tiger Cao: Kotler Marketing Group, China
Sam Wang: Kotler Marketing Group, China
Collen Qiao: Kotler Marketing Group, China

in World Scientific Books from World Scientific Publishing Co. Pte. Ltd.

Abstract: 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.

Keywords: Marketing; Strategy; Digital Era; 4R; Recognize; Reach; Relationship; Return; Digital Transformation; Data; Technology; Growth; Kotler; Tiger Cao; Sam Wang; Collen Qiao (search for similar items in EconPapers)
JEL-codes: L26 M16 M31 (search for similar items in EconPapers)
Date: 2020
ISBN: 9789811216978
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https://www.worldscientific.com/worldscibooks/10.1142/11737 (text/html)
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Chapters in this book:

Ch 1 Marketing Environment in the Digital Transformation , pp 3-45

Milton Kotler, Tiger Cao, Sam Wang, Collen Qiao and Yuheng Zhang

Ch 2 Upgrading Digital Marketing Strategy: Strategic Platform for Digital Marketing , pp 49-124

Milton Kotler, Tiger Cao, Sam Wang, Collen Qiao and Yuheng Zhang

Ch 3 Recognize in the 4Rs: Digital Profiling and Recognition of Consumers , pp 125-161

Milton Kotler, Tiger Cao, Sam Wang, Collen Qiao and Yuheng Zhang

Ch 4 Reach in the 4Rs: Coverage and Arrival of Digital Information , pp 163-203

Milton Kotler, Tiger Cao, Sam Wang, Collen Qiao and Yuheng Zhang

Ch 5 Relationship in the 4Rs: Establishing a Basis for Continuous Relationship , pp 204-240

Milton Kotler, Tiger Cao, Sam Wang, Collen Qiao and Yuheng Zhang

Ch 6 Return in the 4Rs: Making Deals and Profits , pp 241-262

Milton Kotler, Tiger Cao, Sam Wang, Collen Qiao and Yuheng Zhang

Ch 7 Big Data Marketing Platforms: Applications of Big Data in Marketing , pp 265-292

Milton Kotler, Tiger Cao, Sam Wang, Collen Qiao and Yuheng Zhang

Ch 8 Content Strategy of Digital Marketing , pp 293-316

Milton Kotler, Tiger Cao, Sam Wang, Collen Qiao and Yuheng Zhang

Ch 9 Organizational Platform for Digital Marketing , pp 317-343

Milton Kotler, Tiger Cao, Sam Wang, Collen Qiao and Yuheng Zhang

Ch 10 Management and Measurement of the Performance of Digital Marketing , pp 344-367

Milton Kotler, Tiger Cao, Sam Wang, Collen Qiao and Yuheng Zhang

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