Marketing Environment in the Digital Transformation

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

Chapter 1 in Marketing Strategy in the Digital Age:Applying Kotler's Strategies to Digital Marketing, 2020, pp 3-45 from World Scientific Publishing Co. Pte. Ltd.

Abstract: This is an era when the world embraces digitalization. We have more access to the Internet, share more information online and are more likely to obtain information from the Internet. We switch our life to online activities, like social interactions and shopping, as if we were digital mammals. Against such a background, marketing digitalization is an inevitable trend. We need to know the digitized marketing environment, understand the behavioral characteristics of consumers and learn from leading digital marketing enterprises. We also need to evaluate the maturity of the current digital marketing strategies. This is the first step for us to carry out digital reform.

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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