Organizational Platform for Digital Marketing

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

Chapter 9 in Marketing Strategy in the Digital Age:Applying Kotler's Strategies to Digital Marketing, 2020, pp 317-343 from World Scientific Publishing Co. Pte. Ltd.

Abstract: Strategies depend on organizational modes, while organization follows strategies. The digital age is an age of “Metamorphosis of Enterprises”. Agile, process-oriented, performance-oriented organization modes ask us to reconstruct the organizational structure of marketing. Marketing needs to embrace information technology (IT) and data. This has posed challenges for chief marketing officers (CMOs) or even the entire marketing team in competency and the organization’s culture. As a senior executive, it is critical to build “a marketing team with Da Vinci’s all-round talent.” In response to this, we have proposed our consulting advice in this chapter.

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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