Fundamentals of Digital Marketing is a comprehensive textbook that cracks the digital marketing ‘code’ with a view to reaching, engaging and serving the ever-changing consumer. The book presents multiple industry-relevant frameworks for successful digital marketing and caters to the need of not only management students but also media professionals, marketing managers, brand marketers, budding entrepreneurs and even individuals seeking to create a personal brand online and understand the basics of digital marketing concepts, tools and techniques from grounds-up.Features1. Outlines the move from ‘E-marketing’ to ‘Digital Marketing’ landscape2. Underlines a practically-oriented digital marketing model (ASCOR Framework)3. Provides a detailed approach to executing Digital Transformation4. Showcases multi-industry deployable frameworks5. Details concepts through topical Case Studies of India-specific brands6. Includes Digital Application exercises based on Indian businesses 7. Devotes a complete chapter to careers in digital marketingTable of contentsPart I- Basics of Digital MarketingChapter 1- Introduction to Digital MarketingChapter 2- Digital Marketing Models CreationChapter 3- The Consumer for Digital MarketingPart II- Digital Marketing Strategy DevelopmentChapter 4- Digital Marketing Assessment PhaseChapter 5- Digital Marketing Strategy DefinitionPart III- Digital Marketing Planning and SetupChapter 6- Digital Marketing Communications and Channel MixChapter 7- Digital Marketing Operations Set-upPart IV- Digital Marketing ExecutionChapter 8- Digital Marketing Campaign ManagementChapter 9- Digital Marketing Execution ElementsPart V- Digital Business – Present and FutureChapter 10- Digital Business- Landscape and Emerging AreasChapter 11-A Career in Digital Marketing.
|Dimensions||890 × 661 in|