Fundamentals of Digital Marketing, 2/e 2nd Edition Puneet Singh Bhatia 9353435145 9789353435141

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Product details:

• ISBN-10 ‏ : ‎ 9353435145
• ISBN-13 ‏ : ‎ 9789353435141
• Author: Puneet Singh Bhatia

Staying true to its former edition ‘Fundamentals of digital marketing (second edition)’ is an honest attempt to capture and showcase the evolving Indian landscape of digital marketing to an audience that had for long viewed this academic field from a non-Indian lens. This text will be of great interest to students, professors, readers, and entrepreneurs as it brings forth a pedagogical, framework-driven approach mostly lacking across academic and corporate circuits. Key Features of the new edition: • Inclusion of practical exercises across digital marketing assessment and strategy phases (including consumer analysis, market trend assessment, and competitive research • Implementation exercises on developing owned media and earned presence along with executing paid promotions • Project brief towards understanding and implementing multiple marketing analytics techniques deployed across the digital marketing landscape • Introduction of a new section on Google Analytics (logical) to help upcoming marketers gain a view of why logical is one of the most preferred analytics tools for marketers to understand website actions, engage better with visitors and analyze campaign data

Table of contents:

Chapter 1: Introduction to digital marketing

Chapter 2: Digital marketing models creation

Chapter 3: The consumer for digital marketing

Unit II: Digital Marketing Strategy Development

Chapter 4: Digital marketing assessment Phase

Chapter 5: Digital marketing strategy definition

Unit III: Digital Marketing Planning and Setup

Chapter 6: Digital marketing communications and channel mix

Chapter 7: Digital marketing operations set-up

Unit IV: Digital Marketing Execution

Chapter 8: Digital marketing campaign management

Chapter 9: Digital marketing execution element

Unit V: Digital Business- Present and Future

Chapter 10: Digital marketing- Landscape and emerging areas

Chapter 11: A career in digital marketing.

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