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Concept Building Approach to Digital Marketing

Author(s): Neeru Kapoor

ISBN: 9789355730305

2nd Edition

India Release: 2021

₹295

Binding: Paperback

Pages: 200

Trim Size: 241 x 155 mm

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This book is especially designed for the undergraduate students of commerce and BBA under CBCS curriculum as per the latest LOCF teaching and learning methodology. It provides a solid understanding of the basic concepts of digital marketing in most simplified manner. This book thoroughly covers the syllabus of Digital Marketing paper – such as concept, nature, functions, importance and challenges of digital marketing. The profile of e-customers and the process of customer relationship management (CRM) have been explained clearly. Various promotion tools used online and payment gateways are dealt with and concludes with a discussion on the ethical and legal framework for digital marketers.

Each chapter begins with clearly laid out Learning Outcomes.
Plenty of illustrations and diagrams to explain key concepts and help students retain information.
Focuses on the emergence of Internet marketing, direct marketing, and social media marketing.
Examples from the corporate world have been incorporated to relate theory to practice.
Questions are given at the end of each chapter to give students an opportunity to test their understanding of the concept and to apply it.
Access anywhere, anytime Cengage App contains a question bank and presentation slides.

Chapter 1 Concept of Marketing

Chapter 2 Introduction to Digital Marketing

Chapter 3 Digital Marketing Mix

Chapter 4 Segmentation, Targeting, Differentiation and Positioning Strategy

Chapter 5 Digital Technology and Customer Relationship Management

Chapter 6 Digital Consumers and their Buying Behaviour

Chapter 7 Internet Marketing

Chapter 8 Search Engine Optimization

Chapter 9 Internet Advertising

Chapter 10 Direct Marketing

Chapter 11 Social Media Marketing

Chapter 12 Payment Gateways and Ethical and Legal Framework

Neeru Kapoor

Dr. Neeru Kapoor is an Associate Professor at the Department of Commerce, Delhi College of Arts and Commerce, University of Delhi. She obtained her M.Com., M.Phil., and Ph.D. degrees from Delhi School of Economics, University of Delhi. She has a teaching experience of more than 32 years. She has been a visiting faculty for M.Com in the Department of Commerce, Delhi School of Economics, University of Delhi, guest faculty at Indian Institute of Mass Communication, Jawaharlal Nehru University and other prestigious management institutes in Delhi. She has presented papers at various national and international conferences with the latest one being the Academic Conference at Barcelona, Spain. She has also presented paper at the Global Conference held at Oxford University, London, International Conference held at Harvard University, Boston, USA and the European Conference held at Germany. A number of articles written by her have been published in various reputed National and International Journals. She has authored various books on Marketing, Digital Marketing, Advertising, Personal Selling, Brand Management, and Human Resource Management, which have been well received in the academic circle.