Fundamentals of Digital Marketing, 2/e

CHAPTER 4

Digital Marketing Assessment Phase

LEARNING OBJECTIVES

After studying this chapter, you will be able to:

• Establish the need for a shift from traditional to digital marketing strategy and understand the key elements of the Assessment Phase of ASCOR Digital Marketing Framework
• Explain the four key internal analysis elements and application of underlying frameworks to support their analysis
• Underline the need for digital presence and explain how external and internal analysis components can help firms develop their high-level digital marketing objectives
• Apply a marketing review framework to monitor, control and revise digital marketing objectives

CASE STUDY Facebook India: Expanding the Network

Facebook, which stole the ...