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

Milton Kotler; Tiger Cao; Sam Wang; Collen Qiao

Hardcover

ISBN 10: 9811216975 ISBN 13: 9789811216978

Publisher: World Scientific Publishing Co, 2020

Synopsis

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.

About this title

About the Author

Milton Kotler has over fifty years of professional experience in marketing strategy. He is President of Kotler Marketing Group, headquartered in Washington DC, with offices in Shenzhen and Beijing, China. KMG conducts projects in marketing strategy and business development. Mr Kotler has led strategic projects for Ford Motors, SBC, JP Morgan, IBM and other Fortune 500 companies. KMG Chinese clients include Alibaba, Tencent, Byte Dacne, Baidu, TCL, Skyworth Multimedia, China Merchant Group, AVIC International, China Resources Beer (CRC), Ping An Insurance, Kingdee Software, Shanghai General Motors (SGM), Xi an Aviation Park, Luneng Energy and Star Bei Propertie,. Milton Kotler has been active in China for twenty years, assisting Chinese and Multinational companies to improve their marketing strategies and strategic investments in the Chinese domestic and global market. He is an economic advisor to the Mayors of Xian, Dalian Zhengzhou and Harbin. Mr Kotler has delivered public seminars in over 30 Chinese cities and is author of A Clear-Sighted View of Chinese Business Strategy, published by Renmin University Press, Beijing, and two earlier books in the US on urban policy. He is a frequent contributor to Chinese business newspapers and magazines, including 21st Century Business Review, China Economic Review, New Marketing, Successful Marketing, and other publications. Mr Kotler lives in Washington, DC with his wife Greta Kotler. He also has a residence in Beijing. Milton Kotler is active in Sino-US cultural exchanges and is a graduate of the University of Chicago in Political Science. He is co-founder of Sino-US Business Council and member of the University Club of Washington DC.

Edition details

• Publisher: World Scientific Publishing Co
• Publication date: 2020
• Language: English
• ISBN 10: 9811216975
• ISBN 13: 9789811216978
• Binding: Hardcover
• Number of pages: 370