The book's target is the executive or middle manager who needs to understand how to incorporate digital marketing into their organization at a strategic level. The book demonstrates how to incorporate digital strategy into firm strategy, focusing on the Resource-Based view, the Value Chain and basic positioning. The book then explains how basic strategy should flow through to the basic four digital marketing technologies, search, social, email and mobile. The importance of quality customer data as the foundation for these strategies is explained. Finally, guidelines for managing the successful implementation of these marketing technologies in the organization are covered. Practical guidelines and case examples will also be provided.
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