Description
OXFORD Digital Marketing 1St Edn 2015 Edition by VANDANA AHUJA
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. Table of contentsSection 1 Marketing in the Digital EraChapter 1 E-marketingChapter 2 The Online Marketing MixChapter 3 The Online ConsumerChapter 4 Customer Relationship Management in a Web 2.0 WorldSection 2 Business Drivers in the Virtual WorldChapter 5 Social MediaChapter 6 Online BrandingChapter 7 Traffic BuildingChapter 8 Web Business ModelsChapter 9 E-commerceSection 3 Online Tools for MarketingChapter 10 Engagement Marketing through Content ManagementChapter 11 Online Campaign ManagementChapter 12 Consumer Segmentation, Targeting, and Positioning using Online ToolsChapter 13 Market Influence Analytics in a Digital EcosystemSection 4 The Contemporary Digital RevolutionChapter 14 Online Communities and Co-creationChapter 15 The World of FacebookChapter 16 The Future of Marketing—Gamification and Apps