From Marketing Mix to Digital Marketing

The book "From Marketing Mix to Digital Marketing" by Amour Joel Ombassa offers a comprehensive analysis of the transformation from traditional marketing strategies to digital approaches in the context of the 4.0 industrial revolution. It highlights how the marketing landscape in Cameroon has changed over the past ten years due to the influence of information and communication technologies (ICT). The author employs Davis's Technology Acceptance Model to examine the role of ICT actors and advertising professionals and to explain their impact on the interoperability between the marketing mix and digital marketing. The book relies on current statistical data that illustrate the development of internet and mobile phone usage, as well as the costs of accessing these technologies in Cameroon. These insights are significant for professionals and students in the field of marketing, as they emphasize the necessity to adapt to the rapidly changing digital landscape.