Digital Marketing - Softcover
Digital Marketing is designed as a textbook for management students specializing in marketing. The book discusses various digital media and analyses how the field of marketing can benefit from them.
This book is divided into four sections. The first section, Marketing in the Digital Era, starts with an overview of e-marketing followed by the online marketing mix in the digital framework. It then discusses the role of theonline consumer followed by CRM strategies that organizations can use with
the help of the digital medium to retain and grow customer relationship. The second section, Business Drivers in the Virtual World, deals with the realm of social media followed by online branding, building traffic, Web business models, and e-commerce. The third section, Online Tools for Marketing,
deals with various Web tools for building consumer engagement, content management, campaign management, consumer segmentation, and building market influence. Finally, the fourth section, The Contemporary Digital Revolution, deals with the world of online co-creation communities and offers in-depth
discussion on Facebook marketing in addition to other Web-based tools for marketing.
Numerous examples, exhibits, case studies, and illustrations have been included to help students assimilate the concepts better. Each chapter contains a set of concept review questions and critical thinking questions to test the knowledge gained. A section on practicing digital marketing at the end
of every chapter attempts to take the student to the real-world scenario.
This book is divided into four sections. The first section, Marketing in the Digital Era, starts with an overview of e-marketing followed by the online marketing mix in the digital framework. It then discusses the role of theonline consumer followed by CRM strategies that organizations can use with
the help of the digital medium to retain and grow customer relationship. The second section, Business Drivers in the Virtual World, deals with the realm of social media followed by online branding, building traffic, Web business models, and e-commerce. The third section, Online Tools for Marketing,
deals with various Web tools for building consumer engagement, content management, campaign management, consumer segmentation, and building market influence. Finally, the fourth section, The Contemporary Digital Revolution, deals with the world of online co-creation communities and offers in-depth
discussion on Facebook marketing in addition to other Web-based tools for marketing.
Numerous examples, exhibits, case studies, and illustrations have been included to help students assimilate the concepts better. Each chapter contains a set of concept review questions and critical thinking questions to test the knowledge gained. A section on practicing digital marketing at the end
of every chapter attempts to take the student to the real-world scenario.
"synopsis" may belong to another edition of this title.
About the Author:
Vandana Ahuja is currently Area Chair, Marketing, and Assistant Professor, Jaypee Business School, NOIDA (a constituent of the Jaypee Institute of Information Technology, NOIDA). A Ph D in Management, she has over 15 years of experience in the industry and academia. She has widely researched
the domains of Internet marketing, customer-centric branding, and CRM. Dr Ahuja has published several articles in journals of national and international repute.
the domains of Internet marketing, customer-centric branding, and CRM. Dr Ahuja has published several articles in journals of national and international repute.
"About this title" may belong to another edition of this title.
- PublisherOxford University Press
- Publication date2016
- ISBN 10 0199455449
- ISBN 13 9780199455447
- BindingPaperback
- Number of pages456
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