Marketing Strategy in the Digital Age: Applying Kotler's Strategies to Digital Marketing PDF
Preview Marketing Strategy in the Digital Age: Applying Kotler's Strategies to Digital Marketing
1111773377__99778899881111221166997788__ttpp..iinndddd 11 1122//88//2200 22::5544 PPMM b2530 International Strategic Relations and China’s National Security: World at the Crossroads TTTThhhhiiiissss ppppaaaaggggeeee iiiinnnntttteeeennnnttttiiiioooonnnnaaaallllllllyyyy lllleeeefffftttt bbbbllllaaaannnnkkkk b2530_FM.indd 6 01-Sep-16 11:03:06 AM 1111773377__99778899881111221166997788__ttpp..iinndddd 22 1122//88//2200 22::5544 PPMM Published by World Scientific Publishing Co. Pte. Ltd. 5 Toh Tuck Link, Singapore 596224 USA office: 27 Warren Street, Suite 401-402, Hackensack, NJ 07601 UK office: 57 Shelton Street, Covent Garden, London WC2H 9HE Library of Congress Cataloging-in-Publication Data Names: Cao, Tiger, author. | Kotler, Milton, author. | Wang, Sam, author. | Qiao, Collen, author. | Zhang, Yuheng (Translator), translator. Title: Marketing strategy in the digital age : applying Kotler’s strategies to digital marketing / Milton Kotler, Tiger Cao, Sam Wang, Collen Qiao, KMG China ; translated by Yuheng Zhang. Other titles: 880-01 Shu zi shi dai de ying xiao zhan lüe. English Description: Singapore ; Hackensack, NJ : World Scientific Publishing Co. Pte. Ltd., 2020. | “Originally published in Chinese by China Machine Press, copyright © China Machine Press, 2017”--Title page verso. Identifiers: LCCN 2020007588 | ISBN 9789811216978 (hardcover) | ISBN 9789811216985 (ebook) Subjects: LCSH: Internet marketing. | Marketing--Technological innovations. Classification: LCC HF5415.1265 .C3613 2020 | DDC 658.8/72--dc23 LC record available at https://lccn.loc.gov/2020007588 British Library Cataloguing-in-Publication Data A catalogue record for this book is available from the British Library. 〈〈数字时代的营销战略〉〉 Originally published in Chinese by China Machine Press Copyright © China Machine Press, 2017 Copyright © 2020 by World Scientific Publishing Co. Pte. Ltd. All rights reserved. This book, or parts thereof, may not be reproduced in any form or by any means, electronic or mechanical, including photocopying, recording or any information storage and retrieval system now known or to be invented, without written permission from the publisher. For photocopying of material in this volume, please pay a copying fee through the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, USA. In this case permission to photocopy is not required from the publisher. For any available supplementary material, please visit https://www.worldscientific.com/worldscibooks/10.1142/11737#t=suppl Desk Editor: Ong Shi Min Nicole Typeset by Stallion Press Email: [email protected] Printed in Singapore NNiiccoollee -- 1111773377 -- KKoottlleerr MMaarrkkeettiinngg SSttrraatteeggyy iinn tthhee DDiiggiittaall AAggee..iinndddd 11 1122//88//22002200 22::1199::5588 PPMM 9”x6” b3902 Marketing Strategy in the Digital Age Endorsements “Every generation needs a breakthrough, and it is also true for marketing. I recommend the book Marketing Strategy in the Digital Age written by my partners and friends to you.” — Philip Kotler (U.S.), the Father of Modern Marketing, and Chief Consultant of KMG “It is a book that reveals the ‘emperor’s new clothes’ in digital marketing. Clear and pragmatic, it helps readers know what moves can drive the growth of enterprises in the digital age.” — David C. Edelman (U.S.), the Global Co-leader of McKinsey Digital “The ultimate driver of marketing lies in the continuous promotion of customer value, whose transition has long been the work focus of Kotler’s team. This book on new technology, new strategy and new value is a mas- terpiece and an excellent choice for entrepreneurs and managers hesitating on the way of transition.” — Wu Guangquan, CEO of AVIC International “This book, the ‘NewArts of War’, is a must for enterprises with an ambi- tion to win a place in the digital age, whether it is ‘Internet +’ or ‘+ Internet’ in the future.” — Charles Tsu (U.S.), member of MIT’s board of trustees, CEO of EBO Fund, Taiwan “It is the most systematic and pragmatic book about digital marketing strategy in the Chinese market for senior executives. It is very inspiring.” — XieShaoyi, Global VP of Hewlett Packard Enterprise and General Manager of the Corporate Service Group, China v b3902_FM.indd 5 17-08-2020 1.27.56 PM b3902 Marketing Strategy in the Digital Age 9”x6” vi . Marketing Strategy in the Digital Age “The book is thoughtful and provocative; it is one of the best works on digital marketing strategy in the digital transition.” — Doussaint. P (France), Professor at HEC Paris “Marketing has entered the digital age driven by big data, where individ- uals are connected with each other. The basic idea of the authors is that we must have a marketing mind adapted to the new age and embrace new marketing technology. It is a rare excellent work.” — Dai Yaohua, Managing Partner of Deloitte Consulting, Greater China “Excellent! For a long time, people have been holding different views on digital transition, but this book presents a practical and comprehensive guideline for readers from the perspective of world-class experts. I especially recommend the book to people who work in traditional industries.” — Min-Cheol Shin (Korea), Head of Corporate Development of MCM Group, and Co-founder of Kings Bay “This cross-disciplinary book will lead you on a journey of enlightenment to solve the puzzles in digital marketing.” — Velimir Srića (Croatia), Professor of Management at University of Zagreb “It is a must-read for executives and provides managers in China with a comprehensive map of digital marketing strategy, offering both insights and practical cases.” — Muhamed Ćatić (The United Arab Emirates), Senior Advisor to the Board, IFFCO Group “It is an impressive and a must-read works on marketing for enterprises that wish to score a success in the age of mobile Internet.” — Jacques Jean Reno (France), part-time Professor of Marketing Practice at ESSEC and former Vice-President of Xerox in France b3902_FM.indd 6 17-08-2020 1.27.56 PM 9”x6” b3902 Marketing Strategy in the Digital Age Endorsements . vii “It is a good book that gives a comprehensive view on how the Internet drives marketing innovation. It is a must-read for enterprises to innovate in marketing in the age of big data.” — Ramachandran (India), Professor of Business Administration at ISB “It is a book on market competition strategy in the digital age. I recommend it to senior executives and EMBAs.” — Ren Jianbiao, Professor of EMBA and director of ACEM, Shanghai Jiaotong University. b3902_FM.indd 7 17-08-2020 1.27.56 PM b2530 International Strategic Relations and China’s National Security: World at the Crossroads TTTThhhhiiiissss ppppaaaaggggeeee iiiinnnntttteeeennnnttttiiiioooonnnnaaaallllllllyyyy lllleeeefffftttt bbbbllllaaaannnnkkkk b2530_FM.indd 6 01-Sep-16 11:03:06 AM 9”x6” b3902 Marketing Strategy in the Digital Age Acknowledgement I joked with Philip Kotler that, though our talents are limited, we are, how- ever, trying to imitate his ambition and efforts when he built the frame- work of “Modern Marketing Management” half a century ago. The successful construction of our strategic paradigm of digital marketing is attributed to the practices and verifications of different layers we have obtained through dealing with many leading enterprises in the past 5 years. Consulting covers theories and practices. Consulting projects and workshops to address clients’ problems have won us research opportuni- ties “guided by problems of entrepreneurs” through in-depth interactions with clients, based on which we review, examine and polish our paradigm of digital marketing methodology on a theoretical level. Many world-class marketing masters and top counselors have contrib- uted to this book. For example, we have been inspired and enlightened by the in-depth communications with Philip Kotler, David Aaker, Kevin Keller and others. Of course, in this process, outstanding colleagues from KMG have given enormous efforts and support for this book. Hereby, I would like to give special thanks to the brilliant and talented consultants including Deng Linfeng, Yuan Chuanliu, Lu Yuehao and Li Fudong. My heartfelt thanks also go to our teachers and friends, including Prof. Zhu Wuxiang from Tsinghua University, Prof. Ren Jianbiao from Shanghai Jiaotong University, Barnard Fernandez from Paris University and Bao Tan from the Cheung Kong Graduate School of Business. Lastly, I would like to show my gratitude to Yuan Lu, Head of the Department of Economy and Management books, China Machine Press, who has imbued this book with wisdom, effort and friendship. Dr. Sam Wang Partner at KMG General Manager of Kotler Digital [email protected] ix b3902_FM.indd 9 17-08-2020 1.27.56 PM
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