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MARKETING STRATEGY IN THE DIGITAL AGE
Applying Kotler’s Strategies to Digital Marketing
MARKETING STRATEGY IN THE DIGITAL AGE
Applying Kotler’s Strategies to Digital Marketing
Milton Kotler
Tiger Cao
Sam Wang
Collen Qiao
Kotler Marketing Group, China
Translated by
Yuheng Zhang
Published by
World Scientific Publishing Co. Pte. Ltd.
5 Toh Tuck Link, Singapore 596224
USA office: 27 Warren Street, Suite 401-402, Hackensack, NJ 07601
UK office: 57 Shelton Street, Covent Garden, London WC2H 9HE
Library of Congress Cataloging-in-Publication Data
Names: Cao, Tiger, author. | Kotler, Milton, author. | Wang, Sam, author. | Qiao, Collen, author. | Zhang, Yuheng (Translator), translator.
Title: Marketing strategy in the digital age : applying Kotler’s strategies to digital marketing / Milton Kotler, Tiger Cao, Sam Wang, Collen Qiao, KMG China ; translated by Yuheng Zhang.
Other titles: 880-01 Shu zi shi dai de ying xiao zhan lüe. English
Description: Singapore ; Hackensack, NJ : World Scientific Publishing Co. Pte. Ltd., 2020. | “Originally published in Chinese by China Machine Press, copyright © China Machine Press, 2017”--Title page verso.
Identifiers: LCCN 2020007588 | ISBN 9789811216978 (hardcover) | ISBN 9789811216985 (ebook)
Subjects: LCSH: Internet marketing. | Marketing--Technological innovations.
Classification: LCC HF5415.1265 .C3613 2020 | DDC 658.8/72--dc23
LC record available at https://lccn.loc.gov/2020007588
British Library Cataloguing-in-Publication Data
A catalogue record for this book is available from the British Library.
Originally published in Chinese by China Machine Press
Copyright © China Machine Press, 2017
Copyright © 2020 by World Scientific Publishing Co. Pte. Ltd.
All rights reserved. This book, or parts thereof, may not be reproduced in any form or by any means, electronic or mechanical, including photocopying, recording or any information storage and retrieval system now known or to be invented, without written permission from the publisher.
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For any available supplementary material, please visit
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Desk Editor: Ong Shi Min Nicole
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Printed in Singapore
Endorsements
“Every generation needs a breakthrough, and it is also true for marketing. I recommend the book Marketing Strategy in the Digital Age written by my partners and friends to you.”
— Philip Kotler (U.S.), the Father of Modern Marketing, and Chief Consultant of KMG
“It is a book that reveals the ‘emperor’s new clothes’ in digital marketing. Clear and pragmatic, it helps readers know what moves can drive the growth of enterprises in the digital age.”
— David C. Edelman (U.S.), the Global Co-leader of McKinsey Digital
“The ultimate driver of marketing lies in the continuous promotion of customer value, whose transition has long been the work focus of Kotler’s team. This book on new technology, new strategy and new value is a masterpiece and an excellent choice for entrepreneurs and managers hesitating on the way of transition.”
— Wu Guangquan, CEO of AVIC International
“This book, the ‘NewArts of War’, is a must for enterprises with an ambition to win a place in the digital age, whether it is ‘Internet +’ or ‘+ Internet’ in the future.”
— Charles Tsu (U.S.), member of MIT’s board of trustees, CEO of EBO Fund, Taiwan
“It is the most systematic and pragmatic book about digital marketing strategy in the Chinese market for senior executives. It is very inspiring.”
— XieShaoyi, Global VP of Hewlett Packard Enterprise and General Manager of the Corporate Service Group, China
“The book is thoughtful and provocative; it is one of the best works on digital marketing strategy in the digital transition.”
— Doussaint. P (France), Professor at HEC Paris
“Marketing has entered the digital age driven by big data, where individuals are connected with each other. The basic idea of the authors is that we must have a marketing mind adapted to the new age and embrace new marketing technology. It is a rare excellent work.”
— Dai Yaohua, Managing Partner of Deloitte Consulting, Greater China
“Excellent! For a long time, people have been holding different views on digital transition, but this book presents a practical and comprehensive guideline for readers from the perspective of world-class experts. I especially recommend the book to people who work in traditional industries.”
— Min-Cheol Shin (Korea), Head of Corporate Development of MCM Group, and Co-founder of Kings Bay
“This cross-disciplinary book will lead you on a journey of enlightenment to solve the puzzles in digital marketing.”
