This dissertation investigates the impact of digital marketing on global marketing, focusing on Apple as a prominent example. It begins with an overview of digital marketing and global marketing, defining key terms and concepts like Keller's Brand Equity Model. The study examines Apple's use of digital marketing, including its role as both an international and global marketer, and highlights the importance of digital strategies for Apple's global reach. The research employs a descriptive research design with a survey strategy, collecting both primary and secondary data to analyze the influence of digital marketing factors on Apple's marketing efforts. The analysis includes data from surveys presented in graphs and a Gantt chart. The dissertation concludes with recommendations for future research, offering insights into the evolving landscape of digital marketing and its effects on global business.
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