Digital Marketing
Price: 799.00 INR
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ISBN:
9780199455447
Publication date:
13/04/2015
Paperback
456 pages
241.0x184.0mm
Price: 799.00 INR
We sell our titles through other companies
Disclaimer :You will be redirected to a third party website.The sole responsibility of supplies, condition of the product, availability of stock, date of delivery, mode of payment will be as promised by the said third party only. Prices and specifications may vary from the OUP India site.
ISBN:
9780199455447
Publication date:
13/04/2015
Paperback
456 pages
241.0x184.0mm
Suitable for: Digital Marketing is designed as a textbook for management students specializing in marketing.
Rights: World Rights
Description
Digital Marketing is designed as a textbook for management students specializing in marketing. The book undertakes a discussion on the various digital media and analyses how the field of marketing can benefit from them.
The 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 the online consumer followed by CRM strategies which organizations can use with the help of the digital medium to retain and grow customer relationship. Section 2, Business Drivers in the Virtual World deals with the realm of social media followed by online branding, building traffic, web business models, and eCommerce. Section 3, Online Tools for Marketing deals with various web tools for building consumer engagement, content management, campaign management, consumer segmentation, and building market influence. Finally, section 4, The Digital Revolution and Facebook deals with the world of online co-creation communities, and offers in depth discussion on Facebook marketing apart from 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 into the real-world.
Table of contents
Section 1 Marketing in the Digital Era
Chapter 1 E-marketing
Chapter 2 The Online Marketing Mix
Chapter 3 The Online Consumer
Chapter 4 Customer Relationship Management in a Web 2.0 World
Section 2 Business Drivers in the Virtual World
Chapter 5 Social Media
Chapter 6 Online Branding
Chapter 7 Traffic Building
Chapter 8 Web Business Models
Chapter 9 E-commerce
Section 3 Online Tools for Marketing
Chapter 10 Engagement Marketing through Content Management
Chapter 11 Online Campaign Management
Chapter 12 Consumer Segmentation, Targeting, and Positioning using Online Tools
Chapter 13 Market Influence Analytics in a Digital Ecosystem
Section 4 The Contemporary Digital Revolution
Chapter 14 Online Communities and Co-creation
Chapter 15 The World of Facebook
Chapter 16 The Future of Marketing—Gamification and Apps
Features
- Provides comprehensive coverage of the developments and use of Internet as a marketing planning tool
- Presents the ability of the digital world to increase efficiency in established marketing functions
- Provides insights into how organizations can leverage the benefits of social media
- Discusses cutting-edge business strategies such as differentiation, and cost leadership that generate revenue while delivering customer value
- Includes both Indian as well as global case studies of companies such as Vodafone, Ford, Aviva India, Bacardi, Amazon, etc."
Description
Digital Marketing is designed as a textbook for management students specializing in marketing. The book undertakes a discussion on the various digital media and analyses how the field of marketing can benefit from them.
The 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 the online consumer followed by CRM strategies which organizations can use with the help of the digital medium to retain and grow customer relationship. Section 2, Business Drivers in the Virtual World deals with the realm of social media followed by online branding, building traffic, web business models, and eCommerce. Section 3, Online Tools for Marketing deals with various web tools for building consumer engagement, content management, campaign management, consumer segmentation, and building market influence. Finally, section 4, The Digital Revolution and Facebook deals with the world of online co-creation communities, and offers in depth discussion on Facebook marketing apart from 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 into the real-world.
Read MoreTable of contents
Section 1 Marketing in the Digital Era
Chapter 1 E-marketing
Chapter 2 The Online Marketing Mix
Chapter 3 The Online Consumer
Chapter 4 Customer Relationship Management in a Web 2.0 World
Section 2 Business Drivers in the Virtual World
Chapter 5 Social Media
Chapter 6 Online Branding
Chapter 7 Traffic Building
Chapter 8 Web Business Models
Chapter 9 E-commerce
Section 3 Online Tools for Marketing
Chapter 10 Engagement Marketing through Content Management
Chapter 11 Online Campaign Management
Chapter 12 Consumer Segmentation, Targeting, and Positioning using Online Tools
Chapter 13 Market Influence Analytics in a Digital Ecosystem
Section 4 The Contemporary Digital Revolution
Chapter 14 Online Communities and Co-creation
Chapter 15 The World of Facebook
Chapter 16 The Future of Marketing—Gamification and Apps
