Marketing Strategy in the Digital Age: Applying Kotler's Strategies to Digital Marketing

by Sam Wang, Milton Kotler, Colllen Qiao, et al.

Book Overview

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...

• Format: Hardcover
• Language: English
• ISBN: 9811216975
• ISBN13: 9789811216978
• Release Date: September 2020
• Publisher: World Scientific Publishing Company
• Length: 404 Pages
• Weight: 1.56 lbs.
• Dimensions: 0.9" x 6.0" x 9.0"