清华社数字营销：战略、实施与实践（第7版）教学课件_pp01.pptxVIP

DIGITAL MARKETINGSTRATEGY, IMPLEMENTATION AND PRACTICESeventh Edition;Chapter 1 – Introducing Digital Marketing;How digital marketing has transformed marketing;Figure 1.1 Customer lifecycle marketing touchpoint summary for a retailer;What are digital and multichannel marketing?;Paid, owned and earned media ;The marketing technology landscape;Introduction to digital marketing strategy ;Mini Case 1.2 Zalando exploits the power of digital media and distribution to grow a multi-billion Euro business in less than 5 years.;Figure 1.5 Summary and examples of transaction alternatives between busines