Digital Marketing by Vandana AhujaDigital Marketing by Vandana Ahuja

Digital Marketing

byVandana Ahuja

Paperback | December 19, 2015

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Digital Marketing is designed as a textbook for management students specializing in marketing. The book discusses various digital media and analyses how the field of marketing can benefit from them. This 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 theonline consumer followed by CRM strategies that organizations can use withthe help of the digital medium to retain and grow customer relationship. The second section, Business Drivers in the Virtual World, deals with the realm of social media followed by online branding, building traffic, Web business models, and e-commerce. The third section, Online Tools for Marketing,deals with various Web tools for building consumer engagement, content management, campaign management, consumer segmentation, and building market influence. Finally, the fourth section, The Contemporary Digital Revolution, deals with the world of online co-creation communities and offers in-depthdiscussion on Facebook marketing in addition to 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 endof every chapter attempts to take the student to the real-world scenario.
Vandana Ahuja is currently Area Chair, Marketing, and Assistant Professor, Jaypee Business School, NOIDA (a constituent of the Jaypee Institute of Information Technology, NOIDA). A Ph D in Management, she has over 15 years of experience in the industry and academia. She has widely researched the domains of Internet marketing, customer-...
Title:Digital MarketingFormat:PaperbackDimensions:456 pages, 9.69 × 7.44 × 0.76 inPublished:December 19, 2015Publisher:Oxford University PressLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0199455449

ISBN - 13:9780199455447

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Table of Contents

Section 1: Marketing in the Digital Era1. E-marketing2. The Online Marketing Mix3. The Online Consumer4. Customer Relationship Management in a Web 2.0 WorldSection 2: Business Drivers in the Virtual World5. Social Media6. Online Branding7. Traffic Building8. Web Business Models9. E-commerceSection 3: Online Tools for Marketing10. Engagement Marketing through Content Management11. Online Campaign Management12. Consumer Segmentation, Targeting, and Positioning using Online Tools13. Market Influence Analytics in a Digital EcosytemSection 4: The Contemporary Digital Revolution14. Online Communities and Co-creation15. The World of Facebook16. The Future of Marketing Gamification and Apps