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Upgrading Digital Marketing Strategy: Strategic Platform for Digital Marketing

In: MARKETING STRATEGY IN THE DIGITAL AGE Applying Kotler’s Strategies to Digital Marketing

Author

Listed:
  • Milton Kotler
  • Tiger Cao
  • Sam Wang
  • Collen Qiao
  • Yuheng Zhang

Abstract

Many CEOs and CMOs ask the following questions: How is marketing strategy in the digital era different from that in traditional times? What has changed in each step of a marketing strategy in the digital era and what has been preserved? Only by starting with the mindset and framework and thinking as that of a CEO and CMO can we make good top-down designs and plans. We need to know the nature of marketing, the most prominent features of marketing in the digital era, the latest developments in segmentation, target market, position and brand strategy with digital technologies and the strategic platform of digital marketing established as such development takes place.

Suggested Citation

  • Milton Kotler & Tiger Cao & Sam Wang & Collen Qiao & Yuheng Zhang, 2020. "Upgrading Digital Marketing Strategy: Strategic Platform for Digital Marketing," World Scientific Book Chapters, in: MARKETING STRATEGY IN THE DIGITAL AGE Applying Kotler’s Strategies to Digital Marketing, chapter 2, pages 49-124, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9789811216985_0002
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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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