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Marketing Strategy in the Digital Age:Applying Kotler's Strategies to Digital Marketing

Author

Listed:
  • Milton Kotler

    (Kotler Marketing Group, China)

  • Tiger Cao

    (Kotler Marketing Group, China)

  • Sam Wang

    (Kotler Marketing Group, China)

  • Collen Qiao

    (Kotler Marketing Group, China)

Abstract

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.

Individual chapters are listed in the "Chapters" tab

Suggested Citation

  • Milton Kotler & Tiger Cao & Sam Wang & Collen Qiao, 2020. "Marketing Strategy in the Digital Age:Applying Kotler's Strategies to Digital Marketing," World Scientific Books, World Scientific Publishing Co. Pte. Ltd., number 11737, August.
    • Handle: RePEc:wsi:wsbook:11737
    as

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    File URL: https://www.worldscientific.com/worldscibooks/10.1142/11737
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    Book Chapters

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    More about this item

    Keywords

    Marketing; Strategy; Digital Era; 4R; Recognize; Reach; Relationship; Return; Digital Transformation; Data; Technology; Growth; Kotler; Tiger Cao; Sam Wang; Collen Qiao;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M16 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - International Business Administration
    • L26 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Entrepreneurship

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