Higher Education
Author(s): Neeru Kapoor
ISBN: 9789355730312
2nd Edition
Copyright: 2022
Binding: eBook
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.
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 Framewor
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.
