清华社数字营销：战略、实施与实践（第7版）教学课件_pp04.pptxVIP

Chapter 4 Digital marketing strategy;Chapter 4 Digital Marketing Strategy ;Digital marketing strategy and channel strategy management;Figure 4.2 Typical shopper behaviour before a town-centre shopping trip;Figure 4.3 Digital access duringtown-centre visit;Importance of integrated digital marketing strategy;Table 4.2 Digital Marketing Planning failures and solutions;Table 4.2 Digital Marketing Planning failures and solutions (Continued);How to structure a digital marketing strategy ;Situation Analysis;Consumer Profiles;Competitor analysis ;Setting goals and objectives: ;Strategy formulation an