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Relationship in the 4Rs: Establishing a Basis for Continuous Relationship

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

The first two steps cannot ensure the efficacy of digital marketing as they only target and reach consumers rather than converting them into assets. The key step lies in “whether your digital marketing sets up the basis of continuous business.” The establishment of many online communities ensures direct and in-depth relations, interactions and engagement with clients in a “disintermediation” scenario. This is also the format of the current Enterprise 2.0. In the digital era, only by building an all-around network, establishing multidimensional brand communities and providing ongoing maintenance can enterprises have sustained relations with clients which form the basis for continuous business.

Suggested Citation

  • Milton Kotler & Tiger Cao & Sam Wang & Collen Qiao & Yuheng Zhang, 2020. "Relationship in the 4Rs: Establishing a Basis for Continuous Relationship," World Scientific Book Chapters, in: MARKETING STRATEGY IN THE DIGITAL AGE Applying Kotler’s Strategies to Digital Marketing, chapter 5, pages 204-240, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9789811216985_0005
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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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