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2023 | OriginalPaper | Chapter

8. Digital Marketing and Digital Marketing Mix

Author : S. Umit Kucuk

Published in: Visualizing Marketing

Publisher: Springer International Publishing

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Abstract

This chapter defines digital marketing and its new marketing mix elements. The new digital marketing value-creation elements, which are also conceptualized as Digital Marketing Mix elements or 4Cs, are proposed as connectivity, content, community, and commitment. Weakness and strength of such digital marketing mix elements in relations to traditional marketing mix elements are also discussed. This new conceptualization provides solutions for a better-functioning marketing value-creation systems for the benefits of all market actors.

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previous chapter Marketing Mix Modeling and Coordination
next chapter Connectivity
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Metadata
Title
Digital Marketing and Digital Marketing Mix
Author
S. Umit Kucuk
Copyright Year
2023
Book
Visualizing Marketing

Print ISBN: 978-3-031-18214-3

Electronic ISBN: 978-3-031-18215-0

Copyright Year: 2023

DOI
https://doi.org/10.1007/978-3-031-18215-0_8