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Digital Marketing Fundamentals

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Abstract

In this chapter, first, we discuss digital marketing conceptualization including its definitions, pillars, requirements, functions, implications and platforms for developing digital marketing. Then, we explain digital marketing management, including digital marketing analysis; digital marketing strategy; digital marketing implementation; digital marketing management models such as SOSTAC marketing planning model and RACE framework for digital marketing; digital marketing versus traditional marketing; and future of digital marketing.

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Author information

Authors and Affiliations

  1. College of Management, Faculty of Business Management, University of Tehran, Tehran, Iran

    Hashem Aghazadeh

  2. College of Management, Faculty of Business Management, University of Tehran, Tehran, Iran

    Mozhde Khoshnevis

Authors
  1. Hashem Aghazadeh
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  2. Mozhde Khoshnevis
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Corresponding author

Correspondence to Hashem Aghazadeh .

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© 2024 The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.

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Aghazadeh, H., Khoshnevis, M. (2024). Digital Marketing Fundamentals. In: Digital Marketing Technologies. Palgrave Macmillan, Singapore. https://doi.org/10.1007/978-981-97-0607-5_1

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