This book is an academic resource exploring digital marketing principles, tools, ethics, analytics, and emerging trends, including AI, AR, VR, and e-business analytics. It enhances understanding through case studies, visual data presentations, web snapshots, and practical application of digital marketing tools.
Description
This book delves into the fundamental principles of the following:
- Digital Marketing
- Various Tools Involved
- Various Phases from Planning to Execution
- Understanding Consumer Behaviour
- Ethical Issues
- Assessment and Analytics
Unlike conventional texts, efforts have been made to help students understand assessing the inward flow while applying various tools in digital marketing. This book is targeted primarily at academic courses with the flexibility to support graduate and postgraduate programs.
The Present Publication is the Latest 2023 Edition, authored by Dr Satinder Kumar & Dr Supreet Kaur, with the following noteworthy features:
- [Discussion on Emerging Areas in E-Marketing] has been included in this book on the following topics:
- Impulse Buying Behaviour
- Frugal Marketing
- Latest Developments in E-Business Analytics
- Attempts have also been made to address some of the most sought-after tools in digital marketing
- Augmented Reality (AR)
- Virtual Reality (VR)
- Artificial Intelligence (AI)
- Digital Display Boards
- [Rich Pedagogy] which includes:
- Visual representation of data/concepts in tables and charts for easy comprehension
- Real-time snapshots from the web
- Relevant case studies
- Appropriate data points from various reports
- [Lucid & Coherent Language] for providing an understanding of the concepts of digital marketing
- [Comprehensive Coverage of Recent Facts & Figures] and current online market problems. It also covers emerging issues related to the present online payment system or ethics in online marketing
- [Relevant Case Studies/Caselets] for understanding the applicability of the concepts
- [Data from Various Reports for Ease in Understanding] the context presented in the book
- [MCQs, Practical Exercises, Examples & Illustrative Figures] are imbibed in each chapter
The detailed contents of the book are as follows:
- Â Introduction to Digital Marketing
- Market Segmentation, Targeting and Positioning
- Online Consumer Behaviour
- Strategic Digital Marketing
- Direct Marketing and E-Mail Marketing
- Internet Marketing and Advertising
- Social Media Marketing
- Search Engine Optimisation (Seo)
- Electronic Customer Relationship Management
- E-Payment Systems
- Mobile Marketing and Video Marketing
- E-Commerce and S-Commerce
- Business Website Marketing
- Smart Marketing and Interactive Marketing
- Facebook and Instagram Marketing
- LinkedIn and Twitter Marketing
- Ethical Digital Marketing
- Digital Marketing Environment
- Emerging Issues in E-Marketing
- Online Communication Media
- E-Business Analytics
Satinder Kumar
Dr Satinder Kumar is best known for his work on Marketing and Digital Marketing. He has done his Doctoral degree in ‘Ethical Issues in E-Marketing’. He works as an Assistant Professor in Marketing at the School of Management Studies, Punjab University, Patiala.
He has published over fifty-five articles and research papers in various leading management and psychology journals, including SCOPUS, ABDC, UGC CARE, etc. He bagged the Best Paper Award at IIM Indore, NASMEI Summer Marketing Conference 2019
Supreet Kaur
Dr Supreet Kaur is an Assistant Professor at the Department of Commerce, Delhi School of Economics, and the University of Delhi. She has done her graduation (B.Com. Hons.) and post-graduation (M.Com.) from the University of Delhi and holds PhD in the area of Finance from Punjabi University, Patiala.
She has seven years of academic teaching experience at the University of Delhi. She has to her credit over sixteen publications in various peer-reviewed, UGC Listed, SCOPUS-indexed and ABDC Listed Journals.
She is a lifetime member of the Indian Commerce Association and a reviewer in the Indian Journal of Marketing. She has presented papers at over thirty national and international conferences and seminars. She has actively participated in over twenty workshops. She has delivered lectures as a resource person at various institutes. She has acted as coordinator, organising members of various conferences.
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