Vandana Ahuja

Digital Marketing

• Broschiertes Buch

Produktbeschreibung

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.

Produktdetails

• Verlag: Oxford University Press, USA
• Seitenzahl: 456
• Erscheinungstermin: 1. Februar 2016
• Englisch
• Abmessung: 241mm x 187mm x 20mm
• Gewicht: 599g
• ISBN-13: 9780199455447
• ISBN-10: 0199455449
• Artikelnr.: 60319503

Autorenporträt

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-centric branding, and CRM. Dr Ahuja has published several articles in journals of national and international repute.

Inhaltsangabe

Section 1: Marketing in the Digital Era
1: Chapter 1 E-marketing
2: Chapter 2 The Online Marketing Mix
3: Chapter 3 The Online Consumer
4: Chapter 4 Customer Relationship Management in a Web 2.0 World
Section 2: Business Drivers in the Virtual World
5: Chapter 5 Social Media
6: Chapter 6 Online Branding
7: Chapter 7 Traffic Building
8: Chapter 8 Web Business Models
9: Chapter 9 E-commerce
Section 3: Online Tools for Marketing
10: Chapter 10 Engagement Marketing through Content Management
11: Chapter 11 Online Campaign Management
12: Chapter 12 Consumer Segmentation, Targeting, and Positioning using Online Tools
13: Chapter 13 Market Influence Analytics in a Digital Ecosytem
Section 4: The Contemporary Digital Revolution
14: Chapter 14 Online Communities and Co-creation
15: Chapter 15 The World of Facebook
16: Chapter 16 The Future of Marketing Gamification and Apps