Marketing In The Digital Age

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Marketing Strategy In The Digital Age Applying Kotler S Strategies To Digital Marketing

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Author : Milton Kotler
language : en
Publisher: World Scientific
Release Date : 2020-08-26

Marketing Strategy In The Digital Age Applying Kotler S Strategies To Digital Marketing written by Milton Kotler and has been published by World Scientific this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-08-26 with Business & Economics categories.

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.

Principles Of Marketing For A Digital Age

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Author : Tracy L. Tuten
language : en
Publisher: SAGE
Release Date : 2022-11-25

Principles Of Marketing For A Digital Age written by Tracy L. Tuten and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-11-25 with Business & Economics categories.

From understanding markets, consumers and value to explaining the marketing mix and illustrating the roles of analytics, brand and customer experience today, this award-winning textbook introduces you to the essential concepts and tools for marketing in a digital age.

The New Marketing

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Author : Cheryl Burgess
language : en
Publisher: SAGE
Release Date : 2020-07-27

The New Marketing written by Cheryl Burgess and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-07-27 with Business & Economics categories.

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.

Principles Of Marketing For A Digital Age

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Author : Tracy L. Tuten
language : en
Publisher: SAGE
Release Date : 2019-12-28

Principles Of Marketing For A Digital Age written by Tracy L. Tuten and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-12-28 with Business & Economics categories.

This book was truly student-led in its design and development, and it incorporates digital marketing as central to what marketers do. It′s a total package of resources, that combines quality examples, assessment and online resources to support the teaching and learning of introductory marketing modules in a digital age.

Aesthetic Clinic Marketing In The Digital Age

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Author : Wendy Lewis
language : en
Publisher: CRC Press
Release Date : 2017-12-14

Aesthetic Clinic Marketing In The Digital Age written by Wendy Lewis and has been published by CRC Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-12-14 with Medical categories.

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.

Membership Marketing In The Digital Age

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Author : Patricia Rich
language : en
Publisher: Bloomsbury Publishing PLC
Release Date : 2015-12-03

Membership Marketing In The Digital Age written by Patricia Rich and has been published by Bloomsbury Publishing PLC this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-12-03 with Business & Economics categories.

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 acquisitionMembership planning and projectionsMembership retention and renewalsMembership 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.

Brand Storytelling In The Digital Age

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Author : S M A Moin
language : en
Publisher: Springer Nature
Release Date : 2020-10-26

Brand Storytelling In The Digital Age written by S M A Moin and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-10-26 with Business & Economics categories.

Inextricably linked to human evolution, storytelling has always been a key element of the marketer’s toolkit. However, despite extensive practitioner interest, academic research on the topic currently falls short. This book highlights how storytelling has evolved from an ancient art to contemporary marketing science, placing it in the context of digitisation and social media. It reflects the dramatic shift in brand storytelling in which marketers are in the driving seat, leaving consumers to do the navigating. Based within the context of AI, the influence of VR, AR, big data, and new media, this book predicts a creative renaissance in brand storytelling; one that will be at the intersection of science, art and humanity. The author suggests that there will be a shift from ad to art through the use of cognition and emotion, data and fiction. It suggests that through storytelling, brands will be able to connect with their customers’ hearts and minds. Drawing upon interdisciplinary research on neuroscience, emotional attachment and narrative theory, the book critically analyses existing theories, practices and applications of storytelling, providing a platform for debate between academics, researchers and practitioners.

The Business Of Influence

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Author : Philip Sheldrake
language : en
Publisher: John Wiley & Sons
Release Date : 2011-05-04

The Business Of Influence written by Philip Sheldrake and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-05-04 with Business & Economics categories.

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

Digital And Social Media Marketing

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Author : Nripendra P. Rana
language : en
Publisher: Springer Nature
Release Date : 2019-11-11

Digital And Social Media Marketing written by Nripendra P. Rana and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-11-11 with Business & Economics categories.

This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

Branded Interactions

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Author : Marco Spies
language : en
Publisher: National Geographic Books
Release Date : 2020-10-06

Branded Interactions written by Marco Spies and has been published by National Geographic Books this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-10-06 with Design categories.

An invaluable source of inspiration for anyone involved with or interested in the design of interactive brands Digital design plays a crucial role in how customers experience a brand. However, corporate websites and online shops are only one part of interactive brand identity. The importance of mobile apps for smartphones and tablets has grown exponentially in recent years, while interactive touch points and billboards are increasingly found in the real world. The interface is now the brand. Branded Interactions is a practical handbook for professional digital designers and those just starting out. It is designed to guide the reader through the process of digital brand design in five key phases: discovering a demographic, defining an action plan, designing an interface, delivering a quality product, and distributing the design to the marketplace. All the sections are packed with real-world examples, case studies, and interviews with experts from leading brands and interactive agencies. A wealth of design documentation and diagrams helps to build a solid framework for any project, incorporating brand strategy at every stage while remaining flexible enough to incorporate change and creativity.