TY  - GEN
AU  -  Ahuja, Vandana
TI  -  Digital Marketing
SN  - 9780199455447
U1  - 658.8 ( E-Mar) 
PY  - 2015///
CY  - New Delhi
PB  - Oxford  Unversity Press
KW  - E-marketing
N1  - Section 1 Marketing in the Digital Era
Chapter 1  E-marketing
Chapter 2  The Online Marketing Mix
Chapter 3  The Online Consumer
Chapter 4  Customer Relationship Management in a Web 2.0 World
 
Section 2 Business Drivers in the Virtual World 
Chapter 5  Social Media
Chapter 6  Online Branding
Chapter 7  Traffic Building
Chapter 8  Web Business Models
Chapter 9  E-commerce
 
Section 3 Online Tools for Marketing
Chapter 10  Engagement Marketing through Content Management
Chapter 11  Online Campaign Management
Chapter 12  Consumer Segmentation, Targeting, and Positioning using Online Tools
Chapter 13  Market Influence Analytics in a Digital Ecosystem
 
Section 4 The Contemporary Digital Revolution
Chapter 14  Online Communities and Co-creation
Chapter 15  The World of Facebook
Chapter 16  The Future of Marketing—Gamification and Apps

N2  - 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

ER  -