Digital technology and marketing strategy

The emergence of digital technology is creating fundamental changes to the way that business is conducted. These changes are altering the way in which every enterprise acquires wealth and creates shareholder value. The myriad of powerful computing and communications technology allow organizations to streamline their business processes, enhance customer service and offer products and services.

In the process of forming a marketing strategy to respond to the challenges of environmental change, a firm should analyze its active customers to identify opportunities for marketing innovation. Choice of appropriate marketing strategy could lead to superior performance (Chang et al., 2003).

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