Return in the 4Rs: Making Deals and Profits

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

Chapter 6 in Marketing Strategy in the Digital Age:Applying Kotler's Strategies to Digital Marketing, 2020, pp 241-262 from World Scientific Publishing Co. Pte. Ltd.

Abstract: To realize return is the fourth step in digital marketing, which corresponds to the idea that “marketing is not only an investment but helps to realize direct returns”. Many enterprises build online communities to attract brand followers, but how to cash in the assets is the issue that is going to be explored in this chapter. We put forward a number of approaches, including turning community membership into a good, turning community values into a good, running community as a media network, expanding community members as channels and marketing community trust.

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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