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Digital Marketing Strategy

Introduction: How will this book transform your digital marketing strategy? What is a digital strategy? What’s the story of this book? How to get the most from this book The foundations of digital marketing The 4 Ps of marketing Porter’s five forces Brand or perceptual positioning map Customer lifetime value Segmentation Boston Consulting Group matrix …

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How to Write a Marketing Plan

Introduction What is selling? What is marketing? What is marketing planning? Stages in the preparation of a marketing plan? Situation analysis – the marketing audit The audit of the marketing environment The audit of marketing activity The audit of the marketing system The marketing environment – market research Internal market research What is market segmentation? …

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