ABSTRACT
This chapter introduces the concept of the Digital Marketing Core and presents an integrative application of the different components of the model, concluding with some managerial takeaways and future research directions. The Digital Marketing Core as a tool for managers to find new strategic opportunities. In the dynamic digital age, constant strategic renewal is a prerequisite, but it presents both opportunities and challenges for organizations. The digital age is characterized by a multitude of channels; like offline versus online, mobile versus desktop or website versus app or social media platform. Technology is the second element in the Digital Marketing Core and should be taken into account, because it is no longer just an enabler of business processes, but increasingly becoming the core of the firm’s business strategy. In particular, technology has become an essential element of firm effectiveness and a source of sustainable competitive advantage.
