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The Digital Revolution by Alan Charlesworth

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Integrating Digital Marketing

It is important for the contemporary marketer to appreciate that not only should digital be included as a basic element of the marketing mix[] but that digital has a mix of its own. Digital marketing will only be effective if it is developed as carefully as traditional marketing.

Marketing mix—a model that describes marketing as a combination of product, promotion, price, and placement, known as the 4Ps, which must be balanced in order to market a product, brand, or organization.

Incorporating digital marketing

Very often, organizations make the mistake of using digital media in isolation and not integrating it with offline marketing efforts. To be effective, all marketing—no matter what the medium—must be coordinated. ...

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