Digital Marketing and Electronic Commerce

Bernd W. Wirtz
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Bernd W. Wirtz: German University of Administrative Sciences Speyer

Chapter 17 in Digital Business and Electronic Commerce, 2024, pp 749-913 from Springer

Abstract: Abstract The seventeenth chapter deals with digital marketing and electronic commerce. First, the development of the digital marketing strategy is presented, and the components of the digital marketing mix are defined. The components of the digital marketing mix are each explained and illustrated using case studies in the context of digital business. The multichannel marketing process is presented, and the phases of this process are explained. Chapter 17 concludes with an explanation of customer relationship management and the presentation of individual CRM tools.

Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sptchp:978-3-031-50289-7_17

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DOI: 10.1007/978-3-031-50289-7_17

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