Business strategy and the management of digital marketing |
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Authors: | Eric M Olson Kai M Olson Andrew J Czaplewski Thomas Martin Key |
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Institution: | 1. College of Business, University of Colorado Colorado Springs, 1420 Austin Bluffs Parkway, Colorado Springs, CO 80918, U.S.A.;2. Colorado State University, 2035 Kittridge Avenue, Colorado Springs, CO 80919, U.S.A. |
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Abstract: | The internet brought disruptive change to the business landscape through the creation of a whole host of digital marketing tactics. But with these new tactical options has come the need for marketing managers to (1) prioritize what they wish to accomplish and (2) determine which digital marketing tactics to invest in. We consider these issues from the perspective of four business strategies: prospectors, analyzers, low-cost defenders, and differentiated defenders. In this article, we provide marketing managers with insights into how businesses pursuing various strategies approach these digital marketing issues, with the ultimate goal being to assist managers in the efficient and effective implementation of their firm’s adopted strategy. |
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Keywords: | Digital marketing strategy Marketing campaign Content Marketing Search engine optimization SEO |
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