various types of digital technologies to promote the organisation’ business strategy. There are
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many types of digital marketing strategies but it is very important for the organisation to
understand what will work or will not work in regards to their digital marketing efforts.
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THE 4 PS OF MARKETING AND THEIR IMPLICATIONS FOR DIGITAL
MARKETING
Product
Price
Place
Promotion
There have been quite a few variations on the Ps of marketing, including the 4 Ps and 7 Ps,
but for this section will focus on the core 4 Ps of marketing – often referred to as the
marketing mix. They are product, price, place and promotion. Studies led by Kingsnorth
(2016) have analysed the applications of the marketing mix to digital marketing which are
outlined below:
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