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Organizational 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

Strategies depend on organizational modes, while organization follows strategies. The digital age is an age of “Metamorphosis of Enterprises”. Agile, process-oriented, performance-oriented organization modes ask us to reconstruct the organizational structure of marketing. Marketing needs to embrace information technology (IT) and data. This has posed challenges for chief marketing officers (CMOs) or even the entire marketing team in competency and the organization’s culture. As a senior executive, it is critical to build “a marketing team with Da Vinci’s all-round talent.” In response to this, we have proposed our consulting advice in this chapter.

Suggested Citation

  • Milton Kotler & Tiger Cao & Sam Wang & Collen Qiao & Yuheng Zhang, 2020. "Organizational Platform for Digital Marketing," World Scientific Book Chapters, in: MARKETING STRATEGY IN THE DIGITAL AGE Applying Kotler’s Strategies to Digital Marketing, chapter 9, pages 317-343, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9789811216985_0009
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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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