Principles of Marketing, 17/e

Marketing, the Internet, and the Digital Age

Author Comment

Direct digital and social media marketing is surging and grabbing all the headlines these days, so we’ll start with it. But the traditional direct marketing tools are still heavily used. We’ll dig into them later in the chapter.

Much of the world’s business today is carried out over digital networks that connect people and companies. These days, people connect digitally with information, brands, and each other at almost any time and from almost anywhere. In the age of the “Internet of Things” (IoT), it seems that everything and everyone will soon be connected digitally to everything and everyone else. The digital age has fundamentally changed customers’ notions of convenience, speed, ...