How Did We Get Here? Definitions and Background
As you read this book you will see how to incorporate digital strategy into firm strategy, focusing on the key elements of strategy which are core competencies, how to produce value and basic positioning theory. The book then explains to managers how strategy should be incorporated into the design of the website and then through to what I call the four foundations of the digital marketing delivery mix (see Figure 1.1), search, social, e-mail, and mobile.3 The importance of quality customer data as the foundation for these strategies is also explored here with managerial implications. Finally, guidelines for managing the successful implementation of these marketing technologies in the organization ...
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