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.
Features
1. Outlines the move from ‘E-marketing’ to ‘Digital Marketing’ landscape
2. Underlines a practically-oriented digital marketing model (ASCOR Framework)
3. Provides a detailed approach to executing Digital Transformation
4. Showcases multi-industry deployable frameworks
5. Details concepts through topical Case Studies of India-specific brands
6. Includes Digital Application exercises based on Indian businesses
7. Devotes a complete chapter to careers in digital marketing
Table of contents
Part I- Basics of Digital Marketing
Chapter 1- Introduction to Digital Marketing
Chapter 2- Digital Marketing Models Creation
Chapter 3- The Consumer for Digital Marketing
Part II- Digital Marketing Strategy Development
Chapter 4- Digital Marketing Assessment Phase
Chapter 5- Digital Marketing Strategy Definition
Part III- Digital Marketing Planning and Setup
Chapter 6- Digital Marketing Communications and Channel Mix
Chapter 7- Digital Marketing Operations Set-up
Part IV- Digital Marketing Execution
Chapter 8- Digital Marketing Campaign Management
Chapter 9- Digital Marketing Execution Elements
Part V- Digital Business - Present and Future
Chapter 10- Digital Business- Landscape and Emerging Areas
Chapter 11-A Career in Digital Marketing.