Marketing In The Digital Age

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Marketing Strategy In The Digital Age: Applying Kotler's Strategies To Digital Marketing

Milton Kotler,Tiger Cao,Sam Wang,Colllen Qiao
Marketing Strategy In The Digital Age Applying Kotler s Strategies To Digital Marketing Book PDF

Author : Milton Kotler,Tiger Cao,Sam Wang,Colllen Qiao
Publisher : World Scientific
Page : 404 pages
File Size : 52,5 Mb
Release : 2020-08-26
Category : Business & Economics
ISBN : 9789811216992

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Marketing Strategy In The Digital Age: Applying Kotler's Strategies To Digital Marketing by Milton Kotler,Tiger Cao,Sam Wang,Colllen Qiao Pdf

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.In this book, the authors provide detailed discussion and practical analysis on the relationship between marketing and digital technologies and propose a marketing implementation framework for digital strategy platforms. Standing for Recognize, Reach, Relationship and Return, the 4R system is a powerful strategic trading tool for digital implementation, especially for CEOs and CMOs. All other tools, such as data platforms, content marketing, DSP digital advertising and digital marketing ROI design essentially serve the 4R system. As such, the authors advocate for firms to restructure their digital marketing strategy around the 4R system.

Marketing in the Digital Age

Eric D Schulz
Marketing in the Digital Age Book PDF

Author : Eric D Schulz
Publisher : Unknown
Page : 374 pages
File Size : 47,5 Mb
Release : 2019-07-07
Category : Electronic
ISBN : 1078159998

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Marketing in the Digital Age by Eric D Schulz Pdf

Artificial intelligence, marketing automation and digital marketing tools help marketers target and reach consumers more effectively than ever before.There's a lot to understand in this new high-tech environment - social influencers, contextual digital ads, search engine optimization, paid search, Google Display Network, Facebook, pay-per-click, keyword auctions, programmatic advertising, social media marketing, walled gardens, email marketing, texting, mobile marketing, native advertising, content marketing, Amazon and more.This book is designed to help you understand and make sense of digital marketing innovation and how it integrates with traditional marketing best practices and strategies, creating a framework that will help you develop and execute successful marketing plans in this digital-first world.

The New Marketing

Cheryl Burgess,Mark Burgess
The New Marketing Book PDF

Author : Cheryl Burgess,Mark Burgess
Publisher : SAGE
Page : 317 pages
File Size : 44,9 Mb
Release : 2020-07-27
Category : Business & Economics
ISBN : 9781529738308

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The New Marketing by Cheryl Burgess,Mark Burgess Pdf

In our hyper-connected world that is changing at warp speed, marketers recognize the need to shift from traditional marketing methods to a new way that can help them better navigate the unpredictable environment. For traditionalists, this change has posed a challenge. Many have tried to incorporate new approaches into the old models they grew up with, only to be frustrated with the results. From the bestselling authors of The Social Employee, and LinkedIn Learning course authors, comes a powerful new textbook that cracks the marketing code in our hyper-focused digital age. The New Marketing, with contributions spanning CMO trailblazers to martech disruptors, behavioral economics luminaries at Yale to leading marketing thinkers at Kellogg and Wharton, is a GPS for navigating in a digital world and moves the craft of marketing through the forces of marketing transformation. We can’t predict the future. But our goal is to help make Masters/MBA students and marketing practitioners future-ready and successful.

Marketing in the Digital Age

John O'Connor,Eamonn Galvin
Marketing in the Digital Age Book PDF

Author : John O'Connor,Eamonn Galvin
Publisher : Financial Times/Prentice Hall
Page : 236 pages
File Size : 45,6 Mb
Release : 2001
Category : Elektronisk markedsføring
ISBN : PSU:000044540968

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Marketing in the Digital Age by John O'Connor,Eamonn Galvin Pdf

The second edition of this text has been thoroughly revised and updated. New features include extra material on e-commerce, customer retention, sales-force automation and loyalty. A Website linked to the book guides students to other relevant sites.

Relationship Marketing in the Digital Age

Robert W. Palmatier,Lena Steinhoff
Relationship Marketing in the Digital Age Book PDF

Author : Robert W. Palmatier,Lena Steinhoff
Publisher : Routledge
Page : 261 pages
File Size : 50,8 Mb
Release : 2019-01-15
Category : Business & Economics
ISBN : 9781351388238

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Relationship Marketing in the Digital Age by Robert W. Palmatier,Lena Steinhoff Pdf

The concept of relationship marketing has been discussed among marketing academics and managers since the early 1980s. But instead of reaching its maturity stage, relationship marketing is nowadays encountering its next upsurge. Due to a confluence of trends driving the global business world—including the transition to service-based economies, faster product commoditization, intensified competition worldwide, growth among emerging markets, aging populations, advertising saturation, and (above all) the digital age—strong customer relationships are more than ever vital to company strategy and performance. Relationship Marketing in the Digital Age provides a comprehensive overview of the state-of-the-art of relationship marketing, offering fruitful insights to marketing scholars and practitioners. In seven chapters, divided into two main sections on understanding (Part I) and effectively applying (Part II) relationship marketing, an introductory and a concluding chapter, readers learn how to successfully manage customer–seller relationships.

Membership Marketing in the Digital Age

Patricia Rich,Dana S. Hines,Rosie Siemer
Membership Marketing in the Digital Age Book PDF

Author : Patricia Rich,Dana S. Hines,Rosie Siemer
Publisher : Rowman & Littlefield
Page : 453 pages
File Size : 43,7 Mb
Release : 2015-12-03
Category : Business & Economics
ISBN : 9781442259829

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Membership Marketing in the Digital Age by Patricia Rich,Dana S. Hines,Rosie Siemer Pdf

Membership marketing and management is an ever more demanding role within the institutions served—meeting fiscal demands, keeping pace with online marketing opportunities, and making data-driven decisions. The demands are diverse and ever-changing. This book addresses all aspects of management, expectations and productivity of a membership program in the digital age. Benchmarking, best practices and realistic outcomes are presented. Membership Marketing In The Digital Age is a membership manager’s reference book to what works and how on relevant topics such as: Member acquisition Membership planning and projections Membership retention and renewals Membership servicing, engagement and loyalty It features over seventy illustrations including reproductions of marketing pieces and management tools used by leading museums and libraries across the country. Here’s a book that will help your museum or library generate many times the purchase price through better practices that will increase your membership many times over.

Principles of Marketing for a Digital Age

Tracy L. Tuten
Principles of Marketing for a Digital Age Book PDF

Author : Tracy L. Tuten
Publisher : SAGE
Page : 552 pages
File Size : 44,7 Mb
Release : 2019-12-28
Category : Business & Economics
ISBN : 9781526485359

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Principles of Marketing for a Digital Age by Tracy L. Tuten Pdf

Student-led in its design and development, the book incorporates digital marketing as central to what marketers do, and combines quality examples, assessment and online resources to support the teaching and learning of introductory marketing in a digital age. The author integrates digital and social media marketing throughout the chapters and through student involvement in the development of it, the text has been made to be approachable and to appeal to students, with infographics, numerous images, and an engaging writing style. It facilitates the "flipped" approach to classroom teaching and is supported by a number of features and activities in every chapter, encouraging students to undertake course reading, class participation and revision. It includes case studies from global companies such as Airbnb, Amazon, Apple, Burberry, eBay, Etsy, Google, IKEA, Nespresso, Netflix, Nike and Uber. It also takes a social view of marketing, featuring cases tied to the UN’s PRME initiative to aid students in becoming sustainably-minded individuals. The book is complemented by online instructor resources, including chapter-specific PowerPoint slides, an instructor manual, flipped classroom activities, as well as open access multiple choice questions (with solutions), videos, case studies, web links, a glossary and American Marketing Association (AMA) journal articles for students.

Aesthetic Clinic Marketing in the Digital Age

Wendy Lewis
Aesthetic Clinic Marketing in the Digital Age Book PDF

Author : Wendy Lewis
Publisher : CRC Press
Page : 269 pages
File Size : 45,7 Mb
Release : 2017-12-14
Category : Medical
ISBN : 9781351230667

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Aesthetic Clinic Marketing in the Digital Age by Wendy Lewis Pdf

Social media provides a new way for aesthetic practitioners to connect with consumers and to differentiate their clinics. However, to most clinic managers and practitioners, digital media represents a sea of confusion that they cannot even begin to know how to navigate. With over 20 years of experience in medical aesthetics, Lewis offers a unique understanding of the challenges clinics face every day to market their products and services ethically, manage patients and stay profitable. This text serves as an expert user's guide written specifically for healthcare professionals in need of an in-depth introduction and comprehensive actionable program for digital marketing, social media, and aesthetic clinic management. It is a must-read for practitioners.

Marketing in a Digital World

Aric Rindfleisch,Alan J. Malter
Marketing in a Digital World Book PDF

Author : Aric Rindfleisch,Alan J. Malter
Publisher : Emerald Group Publishing
Page : 248 pages
File Size : 48,7 Mb
Release : 2019-09-19
Category : Business & Economics
ISBN : 9781787563391

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Marketing in a Digital World by Aric Rindfleisch,Alan J. Malter Pdf

Marketing in a Digital World consists of nine essays on how the digital revolution has affected marketing theory and practice. Leading marketing scholars, including several editors of premier academic journals, provide fresh insights for both scholars and managers seeking to enhance their understanding of marketing in a digital world.

The Age of Agile

Stephen Denning
The Age of Agile Book PDF

Author : Stephen Denning
Publisher : AMACOM
Page : 347 pages
File Size : 40,9 Mb
Release : 2018-02-08
Category : Business & Economics
ISBN : 9780814439104

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The Age of Agile by Stephen Denning Pdf

An unstoppable business revolution is under way, and it is Agile. Sparking dramatic improvements in quality, innovation, and speed-to-market, the Agile movement has helped companies learn to connect everyone and everything…all the time. With rapidly evolving consumer needs and technology that is being updated quicker than ever before, businesses are recognizing how essential it is to adapt quickly. The Agile movement enables a team, unit, or enterprise to nimbly acclimate and upgrade products and services to meet these constantly changing needs. Filled with examples from every sector, The Age of Agile helps you: Master the three laws of Agile Management (team, customer, network) Embrace the new mindset Overcome constraints Employ meaningful metrics Make the entire organization Agile Companies don’t need to be born Agile. With the groundbreaking formulas laid out in The Age of Agile, even global giants can learn to act entrepreneurially. Your company’s future may depend on it!

Strategic Corporate Communication in the Digital Age

Mark Anthony Camilleri
Strategic Corporate Communication in the Digital Age Book PDF

Author : Mark Anthony Camilleri
Publisher : Emerald Group Publishing
Page : 206 pages
File Size : 41,7 Mb
Release : 2021-02-19
Category : Business & Economics
ISBN : 9781800712669

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Strategic Corporate Communication in the Digital Age by Mark Anthony Camilleri Pdf

Strategic Corporate Communication in the Digital Age explores how contemporary communication approaches are crossing boundaries as innovative media formats and digital transformations offer new challenges and opportunities to academia and practitioners.

Marketing for Ceos

Ben Legg
Marketing for Ceos Book PDF

Author : Ben Legg
Publisher : Unknown
Page : 148 pages
File Size : 51,6 Mb
Release : 2016-04-11
Category : Electronic
ISBN : 0692669299

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Marketing for Ceos by Ben Legg Pdf

Adknowledge Group CEO Ben Legg, a veteran of McKinsey, Coca-Cola and Google and one of the sharpest, most innovative minds in digital marketing, delivers a smart, irreverent manifesto sure to put the fear of God into most Chief Marketing Officers! Marketing for CEOs may be compact in length, but it's long on ideas and informed opinions about what works and doesn't work in today's digital marketing world. What works:Directly linking marketing activities to the creation of shareholder value, customer lifetime value, an iterative creative process where lots of ultra-targeted ads are created and tested in real time, systematically ferreting out inefficiency, testing your CMO to see if he or she has the digital marketing chops to get the job done. What doesn't work:Most CMOs, CEOs who ignore their role as "brand stewards", using customer data in ways that are creepy or invasive, and CMO/ Chief Information Officer turf wars, among other things. Marketing for CEOs is packed with insights from one of the leading intellects in the ever-changing world of digital marketing and branding. Whether you're in the C-suite or just aspire to be one day, if you want to know how the digital marketing revolution will shape the future, read this book. If you want to know how to run a lean marketing operation that runs smoothly and outsources wisely, read this book. If you want to know how to hire the perfect CMO for your organization-or if the one you have is actually pretty good-start reading. And if you're a Chief Marketing Officer, read it before your CEO does. The job you save might be your own.

Niche Envy

Joseph Turow
Niche Envy Book PDF

Author : Joseph Turow
Publisher : MIT Press
Page : 236 pages
File Size : 54,7 Mb
Release : 2008-02-15
Category : Business & Economics
ISBN : 9780262264969

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Niche Envy by Joseph Turow Pdf

The price we pay for the new strategies in database marketing that closely track desirable customers, offering them benefits in return for personal information. We have all been to Web sites that welcome us by name, offering us discounts, deals, or special access to content. For the most part, it feels good to be wanted—to be valued as a customer. But if we thought about it, we might realize that we've paid for this special status by turning over personal information to a company's database. And we might wonder whether other customers get the same deals we get, or something even better. We might even feel stirrings of resentment toward customers more valued than we are. In Niche Envy, Joseph Turow examines the emergence of databases as marketing tools and the implications this may have for media, advertising, and society. If the new goal of marketing is to customize commercial announcements according to a buyer's preferences and spending history—or even by race, gender, and political opinions—what does this mean for the twentieth-century tradition of equal access to product information, and how does it affect civic life? Turow shows that these marketing techniques are not wholly new; they have roots in direct marketing and product placement, widely used decades ago and recently revived and reimagined by advertisers as part of "customer relationship management" (known popularly as CRM). He traces the transformation of marketing techniques online, on television, and in retail stores. And he describes public reaction against database marketing—pop-up blockers, spam filters, commercial-skipping video recorders, and other ad-evasion methods. Polls show that the public is nervous about giving up personal data. Meanwhile, companies try to persuade the most desirable customers to trust them with their information in return for benefits. Niche Envy tracks the marketing logic that got us to this uneasy impasse.

The Business of Influence

Philip Sheldrake
The Business of Influence Book PDF

Author : Philip Sheldrake
Publisher : John Wiley & Sons
Page : 141 pages
File Size : 41,9 Mb
Release : 2011-05-04
Category : Business & Economics
ISBN : 9781119978305

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The Business of Influence by Philip Sheldrake Pdf

Media has most definitely evolved, as have the ways in which we contemplate, design, communicate and execute strategy. And rather than technological evolution, we’re plainly in the midst of a technological revolution. We have no choice then but to reframe marketing and PR in the context of 21st Century technology, 21st Century media and disintermediation, and 21st Century articulation of and appreciation for business strategy. “Today, every organization is in the influence business. We influence customers to buy from us, employees to work for us, and the media to write about us. Gone are the days when you could be your own island. Now, to be successful, you need to live within the influence ecosystem and that requires a change of mindset. Fortunately, Philip Sheldrake will show you how.” David Meerman Scott, bestselling author of The New Rules of Marketing & PR and the new hit Real-Time Marketing & PR

Marketing in the Digital Age

Dinesh Kumar
Marketing in the Digital Age Book PDF

Author : Dinesh Kumar
Publisher : Sage Publications Pvt. Limited
Page : 128 pages
File Size : 46,9 Mb
Release : 2021
Category : Business & Economics
ISBN : 9353887682

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Marketing in the Digital Age by Dinesh Kumar Pdf

Traditional and Digital Marketing -- Creating Digital Value -- Customer Relationship Management and Digital Tools -- Online Consumer Behaviour -- Social Media and Marketing -- Brand Building in the Digital Age -- Digital Marketing Strategy -- Digital Marketing Tools and Technologies -- Trends in Digital Marketing.