Marketing in the Digital Age

Name: Marketing in the Digital Age
Brand: Atlantic Publishers & Distributors (P) Ltd
SKU: 9788126938377
Price: 522.0 INR
Availability: InStock

by Dinesh Kumar

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ISBN13: 9788126938377
Binding: Paperback
Subject: Business Management
Publisher: Atlantic Publishers & Distributors (P) Ltd
Publisher Imprint: Atlantic
Publication Date: December 2, 2023
Pages: 384
Original Price: INR 695.0
Language: English
Edition: N/A
Item Weight: 530 grams
BISAC Subject(s): Strategic Planning

About The Book

Marketing in the Digital Age takes the view that the path to the future must integrate marketing and digital know-how, and exemplifies how digital marketing is more than just spreading the message using digital tools. This path-breaking textbook is for students who wish to understand marketing in a rapidly changing environment. It offers a fresh approach towards all the core areas of marketing, including segmentation, product development, promotion, pricing, going to the market and relationship-building.

Key Features

Offers conceptual clarity and refreshing treatment of digital tools in marketing
Encourages the readers to adopt a critical approach to standard aspects of marketing and traditional notions of the use of the digital tools in businesses
Includes chapters that come with a plethora of exhibits and case studies from India and abroad
Contains rich pedagogical features to aid teaching—learning in the classroom —learning objectives, chapter-end summary, key terms, concept review and critical thinking questions, ideas for projects and group assignments, and much more

About The Author

Dinesh Kumar, Faculty, Jagran Lakecity University, Bhopal, India

Table of Contents

List of Figures
List of Tables
List of Abbreviations
Foreword by June Dennis
Preface
About the Author
1. Traditional Digital Marketing
2. Creating Digital Value
3. Customer Relationship Management and Digital Tools
4. Online Consumer Behaviour
5. Digital Marketing Environment
6. Social Media and Marketing
7. Brand Building in the Digital Age
8. Digital Marketing Strategy
9. Digital Marketing Tools and Technologies
10. Trends in Digital Marketing

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