CHAPTER 5
Digital Marketing Strategy Definition
LEARNING OBJECTIVES
After studying this chapter, you will be able to:
- Understand the key concepts of developing strategy for digital business and the emerging business structures
- Analyze the core competencies of a firm and how they can be aligned with changing value functions to redefine a firm’s OVP (Online Value Proposition)
- Understand the customer development strategy and concepts of STP2.0 Framework
- Define the digital marketing mix and the 4 extended Ps of Digital Marketing
- Plan the digital marketing strategy roadmap, its four key stages and their elements
- Understand the 6S Digital Marketing Implementation Stages and PLC (Product Life Cycle) Stages in the context of Digital Marketing
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