This Dissertation Examines The Impact Of Digital Marketing On Organisational Performance: Case Study Of Intercontinental Hotels Group. Digital Marketing On Organisational Performance Dissertation – Digital marketing can be referred to as the concept of involving new upgraded marketing tactics adopted by organisations to plan long-term resources in increasing customer awareness and meet the objectives of the firm. The process of digital marketing involves products and services based on digital technologies involved with internet technology (based on smartphones, display advertisement, and digital medium). The methods of digital marketing include tools, for example, SEO, SEM, content marketing, display advertisement, and others. The study is focused on analysing the impact of digital marketing. However, the topic is very broad, and thus it has considered the case of the Hospitality industry, more specifically InterContinental Group. The first chapter has outlined a brief background a
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