Before we can delve into digital marketing, it’s important to understand the fundamentals that underpin marketing itself. After all, digital marketing has the same purpose, intentions and objectives.
Dr Philip Kotler defines marketing as follows, “Marketing is that function of the organisation that can keep in constant touch with the organisation’s consumers, read their needs, develop products that meet these needs, and build a programme of communications to express the organisation’s purposes”. (Kotler and Levy, 1969: p 15).
