Marketing in the digital age

By:

Kumar, Dinesh

Material type: Text

TextPublication details: Sage Publications India Pvt. Ltd. New Delhi 2021Description: xxx, 342 pISBN:

9789353887681

Subject(s):

DDC classification:

658.872 KUM

Summary: This textbook describes how digital methods can enhance marketing experience by going beyond cliched metrics of likes and shares in marketing strategies. Marketing in the Digital Age takes the view that the path to the future must integrate both marketing and digital knowhow and exemplifies how digital marketing is more than just spreading the message using digital tools. This path-breaking textbook is for students who wish to understand marketing in a rapidly changing environment. It offers a fresh approach towards all the core areas of marketing, including segmentation, product development, promotion, pricing, going to the market and relationship building.

List(s) this item appears in: Marketing | Public Policy & General Management

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Book	Indian Institute of Management LRC General Stacks	Marketing	658.872 KUM (Browse shelf(Opens below))	1	Available		003488

Table of Contents:

1: Traditional and Digital Marketing
2: Creating Digital Value
3: Customer Relationship Management and Digital Tools
4: Online Consumer Behaviour
5: Social media and Marketing
6: Brand Building in the Digital Age
7: Digital Marketing Strategy
8: Digital Marketing Tools and Technologies
9: Trends in Digital Marketing.

This textbook describes how digital methods can enhance marketing experience by going beyond cliched metrics of likes and shares in marketing strategies. Marketing in the Digital Age takes the view that the path to the future must integrate both marketing and digital knowhow and exemplifies how digital marketing is more than just spreading the message using digital tools. This path-breaking textbook is for students who wish to understand marketing in a rapidly changing environment. It offers a fresh approach towards all the core areas of marketing, including segmentation, product development, promotion, pricing, going to the market and relationship building.

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