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Digital Marketing

Digital Marketing

by Vandana Ahuja
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Book cover type: Paperback
  • ISBN13: 9780199455447
  • Binding: Paperback
  • Subject: Business Management
  • Publisher: Oxford University Press
  • Publisher Imprint: Oxford UP
  • Publication Date:
  • Pages: 456
  • Original Price: INR 825.0
  • Language: English
  • Edition: N/A
  • Item Weight: 630 grams
  • BISAC Subject(s): Sales & Selling / General

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.


Vandana Ahuja, Dr, Assistant Professor at Jaypee Business School, NOIDA

Vandana Ahuja is currently Area Chair, Marketing, and Assistant Professor, Jaypee Business School, NOIDA (a constituent of the Jaypee Institute of Information Technology, NOIDA). A Ph D in Management, she has over 15 years of experience in the industry and academia. She has widely researched the domains of Internet marketing, customer-centric branding, and CRM. Dr Ahuja has published several articles in journals of national and international repute.

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