Upgrading Digital Marketing Strategy: Strategic Platform for Digital Marketing

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

Chapter 2 in Marketing Strategy in the Digital Age:Applying Kotler's Strategies to Digital Marketing, 2020, pp 49-124 from World Scientific Publishing Co. Pte. Ltd.

Abstract: Many CEOs and CMOs ask the following questions: How is marketing strategy in the digital era different from that in traditional times? What has changed in each step of a marketing strategy in the digital era and what has been preserved? Only by starting with the mindset and framework and thinking as that of a CEO and CMO can we make good top-down designs and plans. We need to know the nature of marketing, the most prominent features of marketing in the digital era, the latest developments in segmentation, target market, position and brand strategy with digital technologies and the strategic platform of digital marketing established as such development takes place.

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
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