IDEAS home Printed from https://ideas.repec.org/h/wsi/wschap/9789811216985_0010.html
   My bibliography  Save this book chapter

Management and Measurement of the Performance of 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

One reason that the emergence of digital marketing is significant is that enterprises can have precise marketing analysis and management. An increasing number of enterprises start to realize that it is essential to measure or evaluate the “brimming” numbers in marketing through a systematic approach and process the data into “good numbers” contributing to sound strategic and organizational ambitions. To better evaluate the performance of digital marketing, it is necessary to read the latest and most commonly used indicators and simplify these indicators by a target-oriented and “vanity-free” approach. In particular, marketing people in the digital era need to keep a close eye on marketing measurement based on social media and customer purchasing behaviors to obtain accurate feedback on marketing investment.

Suggested Citation

  • Milton Kotler & Tiger Cao & Sam Wang & Collen Qiao & Yuheng Zhang, 2020. "Management and Measurement of the Performance of Digital Marketing," World Scientific Book Chapters, in: MARKETING STRATEGY IN THE DIGITAL AGE Applying Kotler’s Strategies to Digital Marketing, chapter 10, pages 344-367, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9789811216985_0010
    as

    Download full text from publisher

    File URL: https://www.worldscientific.com/doi/pdf/10.1142/9789811216985_0010
    Download Restriction: Ebook Access is available upon purchase.
    File URL: https://www.worldscientific.com/doi/abs/10.1142/9789811216985_0010
    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.

    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:wschap:9789811216985_0010. 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.