Strategic Thought as It Relates to Digital Marketing

With this background behind us, it is perhaps best to start thinking about the process of digital marketing management from the managerial point of view by beginning with some traditional ideas of strategic thought. In fact, it is these strategic ideas which should form the foundation of any credible search engine marketing program, and indeed, any integrated marketing communications campaign. The basic ideas of strategic thought are those of core competencies, creating value and positioning.

The notion of core competencies comes from the resource-based view of the firm, which states that resources a firm has form the basis of it inimitable advantage. These theories were developed ...

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