MARKETING STRATEGY THEORY AND PRACTICE IN THE DIGITAL ERA

The marketing world has undergone a major transformation in the past two decades, particularly with the advent of digital technology, which has transformed the way companies communicate with consumers. Marketing strategies that once centered on conventional media must now adapt to evolving digital platforms that rely on data for decision-making. This reference book is designed to provide a comprehensive understanding of marketing strategies from a theoretical and practical perspective, as well as how these strategies are implemented in a digital context. This reference book discusses basic marketing principles such as STP (Segmentation, Targeting, Positioning), the marketing mix (4Ps and 7Ps), as well as modern approaches such as digital marketing, content marketing, branding, and integrated communications through various digital channels.