Fundamentals of digital Marketing, 3rd Edition by Pearson

CHAPTER5

Digital Marketing Strategy Definition

LEARNING OBJECTIVES

After studying this chapter, you will be able to:

• Understand the key concepts of developing strategy for digital business and the emerging business structures
• Analyze the core competencies of a firm and how they can be aligned with changing value functions to redefine a firm’s OVP (Online Value Proposition)
• Understand the customer development strategy and concepts of STP2.0 Framework
• Define the digital marketing mix and the 4 extended Ps of Digital Marketing
• Plan the digital marketing strategy roadmap, its four key stages and their elements
• Understand the 6S Digital Marketing Implementation Stages and PLC (Product Life Cycle) Stages in the context of Digital Marketing ...