Strategic marketing management: the essentials in a digital age

Putit, Lennora and Abdullah, Mohamad Fariz and Mazli, Mohadzlishah and Mohamad Khan, Noor Rita and Abu Bakar, Norzehan and Mohammad, Noorita and Mutum, Dilip and Mohd Ghazali, Ezlika (2026) Strategic marketing management: the essentials in a digital age. Penerbit UiTM (UiTM Press), Shah Alam. ISBN 978-629-496-204-0

Abstract

Marketing is essential for creating, delivering, and managing value to meet target market needs. This book examines strategic marketing management in the digital age, focusing on identifying market potential, developing value-creation strategies, and acquiring and retaining customers. Through a practical framework, this work provides core guidance for marketers to execute effective strategic decisions in modern business environments

Item Details

Item Type:	Book
Creators:	Creators Email / ID Num. Putit, Lennora UNSPECIFIED Abdullah, Mohamad Fariz UNSPECIFIED Mazli, Mohadzlishah UNSPECIFIED Mohamad Khan, Noor Rita UNSPECIFIED Abu Bakar, Norzehan UNSPECIFIED Mohammad, Noorita UNSPECIFIED Mutum, Dilip UNSPECIFIED Mohd Ghazali, Ezlika UNSPECIFIED
Subjects:	A General Works > AC Collections. Series. Collected works
Divisions:	Universiti Teknologi MARA, Shah Alam > Penerbit UiTM (UiTM Press)
Keywords:	Strategic marketing, Digital marketing, Value creation
Date:	2026
URI:	https://ir.uitm.edu.my/id/eprint/147293

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