IDEAS home Printed from https://ideas.repec.org/b/wsi/wsbook/11737.html
   My bibliography  Save this book

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.
    • Handle: RePEc:wsi:wsbook:11737
    as

    Download full text from publisher

    File URL: https://www.worldscientific.com/worldscibooks/10.1142/11737
    Download Restriction: Ebook Access is available upon purchase
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Book Chapters

    The following chapters of this book are listed in IDEAS

    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

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:wsi:wsbook:11737. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Tai Tone Lim (email available below). General contact details of provider: http://www.worldscientific.com/page/worldscibooks .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.