The Strategic Marketing Process

Аннотация

The Internet has fundamentally changed the marketing function, causing the greatest shift in the field since the invention of the television. Digital marketing, social media and mobile devices have dramatically changed how we connect with our audiences. They’ve created a tremendous opportunity, as well as a tremendous burden.No longer can we rely on print, publicity and a media buyer to distribute our catchy ad campaign; marketing nowadays requires heavy IT resources and an understanding of complex metrics to effectively (and profitably) connect with our market—busier people, who have shorter attention spans, and often suffer from information overload.