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Synopsis
For advanced courses in Strategic Marketing, Marketing on the Internet, and Customer Relationship Management.
The Internet and digital technology have changed how marketing is done. While the underlying principles of marketing remain the same, digital technologies provide new ways to improve the efficiency and effectiveness of strategic marketing activities. Digital Marketing Strategy: Text and Cases teaches new tools that make marketing more productive and emphasizes the usefulness of fundamental marketing theories in developing a response to the threats and opportunities created by the Internet.
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Review
"Digital Marketing Strategy demonstrates that when buyers and sellers have equal access to key information, innovative business designs and value can be generated. There is much you can learn from studying the evidence found in this book." ― Vince Barabba, Retired from GM, General Manager, Corporate Strategy and Knowledge Development
"About this title" may belong to another edition of this title.
- PublisherPearson
- Publication date2003
- ISBN 10 0131831771
- ISBN 13 9780131831773
- BindingPaperback
- LanguageEnglish
- Edition number1
- Number of pages216
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