CHAPTER11

A Career in Digital Marketing

LEARNING OBJECTIVES

After studying this chapter, you will be able to:

  • Understand the changing role of CMOs in organizations through the five core areas that impact marketing transformation—strategy, customer, operations, organization, and technology
  • Explain the concept of the T-shaped Web Marketer for digital marketing and how aspiring marketers should follow the model to build a digital marketing career
  • Understand the top digital marketing areas as career tracks
  • Explain how digital marketers should approach a career in digital marketing

In the last chapter, we had an overview of global and India-specific digital marketing and advertising trends, and key digital marketing technology/tools landscape. ...

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