國立高雄大學圖資館 |

語系: 繁體中文

說明(常見問題)

圖資館首頁

登入

回首頁

切換: 標籤 | MARC模式 | ISBD

Marketing strategy in the digital ag...

Kotler, Milton.

Marketing strategy in the digital ageapplying kotler's strategies to digital marketing /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Marketing strategy in the digital ageMilton Kotler... [et al.] ; translated by Yuheng Zhang.
其他題名:	applying kotler's strategies to digital marketing /
其他作者:	Kotler, Milton.
出版者:	Singapore :World Scientific,c2020.
面頁冊數:	1 online resource (xxxii, 371 p.)
附註:	Includes index.
標題:	Internet marketing.
電子資源:	https://www.worldscientific.com/worldscibooks/10.1142/11737#t=toc
ISBN:	9789811216985$q(ebook)

Marketing strategy in the digital ageapplying kotler's strategies to digital marketing /
数字时代的营销战略.English

Marketing strategy in the digital ageapplying kotler's strategies to digital marketing /[electronic resource] :Milton Kotler... [et al.] ; translated by Yuheng Zhang. - 1st ed. - Singapore :World Scientific,c2020. - 1 online resource (xxxii, 371 p.)

Includes index.

Marketing environment in the digital transformation -- Upgrading digital marketing strategy : strategic platform for digital marketing -- Recognize in the 4Rs : digital profiling and recognition of consumers -- Reach in the 4Rs : coverage and arrival of digital information -- Relationship in the 4Rs : establishing a basis for continuous relationship -- Return in the 4Rs : making deals and profits -- Big data marketing platforms : applications of big data in marketing -- Content strategy of digital marketing -- Organizational platform for digital marketing -- Management and measurement of the performance of digital marketing.

"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"--Publisher's website.

Mode of access: World Wide Web.

ISBN: 9789811216985$q(ebook)Subjects--Topical Terms:

208232
Internet marketing.

LC Class. No.: HF5415.1265 / M37 2020

Dewey Class. No.: 658.872

Marketing strategy in the digital ageapplying kotler's strategies to digital marketing /
LDR:02935cmm a2200313 a 4500 001 605977
003 WSP
006 m o d
007 cr cnu---unuuu
008 211203s2020 si o 001 0 eng d
010 $z 2020007588
020 $a 9789811216985$q(ebook)
020 $z 9789811216978$q(hbk.)
020 $z 9789811218385$q(pbk.)
035 $a 00011737
040 $a WSPC $b eng $c WSPC
041 1 $a eng $h chi
050 0 4 $a HF5415.1265 $b M37 2020
082 0 4 $a 658.872 $2 23
130 0 $a 数字时代的营销战略. $l English $3 902535
245 0 0 $a Marketing strategy in the digital age $h [electronic resource] : $b applying kotler's strategies to digital marketing / $c Milton Kotler... [et al.] ; translated by Yuheng Zhang.
250 $a 1st ed.
260 $a Singapore : $b World Scientific, $c c2020.
300 $a 1 online resource (xxxii, 371 p.)
500 $a Includes index.
505 0 $a Marketing environment in the digital transformation -- Upgrading digital marketing strategy : strategic platform for digital marketing -- Recognize in the 4Rs : digital profiling and recognition of consumers -- Reach in the 4Rs : coverage and arrival of digital information -- Relationship in the 4Rs : establishing a basis for continuous relationship -- Return in the 4Rs : making deals and profits -- Big data marketing platforms : applications of big data in marketing -- Content strategy of digital marketing -- Organizational platform for digital marketing -- Management and measurement of the performance of digital marketing.
520 $a "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"--Publisher's website.
538 $a Mode of access: World Wide Web.
538 $a System requirements: Adobe Acrobat Reader.
588 $a Description based on print version record.
650 0 $a Internet marketing. $3 208232
650 0 $a Marketing $x Technological innovations. $3 246425
700 1 $a Kotler, Milton. $3 756735
700 1 $a Zhang, Yuheng. $3 902536
856 4 0 $u https://www.worldscientific.com/worldscibooks/10.1142/11737#t=toc