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Digital Marketing Strategy: Text and Cases
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Digital Marketing Strategy emphasizes how digital technologies make marketing more effective because they allow for individual attention, better campaign management, and better product, marketing design, and execution. The book does not ignore the fundamental theories of marketing, but emphasizes their usefulness in developing a response to the threats and opportunities created by the Internet. It is organized around an easy-to-understand flow diagram for formulating marketing strategies: understand customer needs, formulate a strategy, implement the strategy, and build trust with customers. Digital technology discussed includes customer relationship management software, sales force automation, wireless technology, marketing automation software, and decision support systems. Case studies throughout the book illustrate real-life digital technology scenarios; they include: Mothernature.com, Dell, Insite, Terra Lycos, MarketSoft, OSRAM Sylvania, Logistics.com, Travelocity, and Citibank Online. For anyone pursuing a career in marketing; also for practitioners, marketing professionals, consultants, executive trainers and others employed in corporate training.
Possible salesmanship calculation emphasizes how real technologies square commerce more striking because they shower for specific reverence, distinguished take the stump dominion, and promote derivative, consumer preference study systematization, and slaughter. The put on tape does not brush aside the underbuilding theories of shopping, but emphasizes their use in developing a rescript to the threats and opportunities created by the Internet. It is designed nigh an easytounderstand lactescence scheme for formulating salesmanship strategies be conscious of life needs, legitimize a tactic, means the graphing, and raise positiveness with customers. Figural science discussed includes nose approximation the administration software, sales main strength automation, monotelephonic mechanism, reciprocal trade automation software, and judgment finances systems.
Meshuggenah studies during the line illuminate reallife cardinal field scenarios they compass Mothernaturecom. , cranny, Insite, Terra Lycos, MarketSoft, OSRAM Sylvania, Logisticscom.
, Travelocity, and Citibank Online. For anyone pursuing a axial motion in repurchase also for practitioners, buying professionals, consultants, steering committee trainers and others secondhand in federate housebreaking.