000 02181nam a2200193 4500
020 _a9780199455447
082 _a658.84/AHU/Dig
100 _aAhuja, Vandana
_91631341
245 _aDigital Marketing
250 _a1st
260 _aNew Delhi,
_bOxford University Press,
_c2023
300 _a437 Pg
_bPb
500 _aBook Purchased Under BBA Funds @ Rs. 799/-
505 _aContents: 1. Marketing in Digital Era 2. The Online Marketing Mix 3. The Online Consumer 4. Customer Relationship Management in Web 2.0 World
520 _aDigital 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.
546 _aEnglish
650 _aDigital Marketing
_91631342
942 _cBK
999 _c1065929
_d1065929