Marketing Strategy in the Digital Age
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Book Overview The market changes faster than marketing. In essence, marketing strategy has undergone only two eras, the entity era and the bit era, als...
The market changes faster than marketing. In essence, marketing strategy has undergone only two eras, the entity era and the bit era, also known as the industrial age and the digital age. In the age of digital society, all CEOs, CMOs and senior marketing executives must consider how to change their strategies, improve the role of marketing and adopt emerging technological and data tools to integrate with the Internet. The goal of digital marketing strategy is not to disrupt existing marketing strategies, but to complement, integrate and develop the two at the same time.
In this book, the authors provide detailed discussion and practical analysis on the relationship between marketing and digital technologies and propose a marketing implementation framework for digital strategy platforms. Standing for Recognize, Reach, Relationship and Return, the 4R system is a powerful strategic trading tool for digital implementation, especially for CEOs and CMOs. All other tools, such as data platforms, content marketing, DSP digital advertising and digital marketing ROI design essentially serve the 4R system. As such, the authors advocate for firms to restructure their digital marketing strategy around the 4R system.
Book Details Format: Paperback | Pages: 371 | Language: English | Publisher: WORLD SCIENTIFIC PUB CO INC | ISBN: 9811218382
FormatPaperback
Pages371
LanguageEnglish
ISBN9811218382
EAN9789811218385
PublisherWORLD SCIENTIFIC PUB CO INC
Publication Date1970-01-01
AccessoriesNo Accessory
ConditionNew
Product TypeQUALITY PAPERBACK BOOKS
Weight1.19 Pounds
Length9.0 Inches
Width6.0 Inches
Height0.83 Inches
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