Marketing in the digital age / Dinesh Kumar.
By: Kumar, Dinesh (Professor of marketing) [author.].
Publisher: New Delhi, India ; Thousand Oaks, California : SAGE Texts, ©2021Description: 342 pages cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9789353887681.Subject(s): Internet marketing | MarketingGenre/Form: Print books.Current location | Call number | Status | Date due | Barcode | Item holds |
---|---|---|---|---|---|
On Shelf | HF5415.1265 .K86 2021 (Browse shelf) | Available | AU00000000017852 |
Browsing Alfaisal University Shelves , Shelving location: On Shelf Close shelf browser
HF5415.1265 K56 2019 Using artificial intelligence in marketing : how to harness AI and maintain the competitive edge / | HF5415.1265 .K564 2022 The digital marketing handbook : deliver powerful digital campaigns / | HF5415.1265 .K86 2016 Optimization Issues in Web and Mobile Advertising Past and Future Trends / | HF5415.1265 .K86 2021 Marketing in the digital age / | HF5415.1265 .L35 2023 Digital marketing strategy : create strategy, put it into practice, sell more / | HF5415.1265 .L473 2020 Influencer marketing for brands : what YouTube and Instagram can teach you about the future of digital advertising / | HF5415.1265 .M336 2016 How to : get your website noticed / |
Includes bibliographical references and index.
Traditional and Digital Marketing -- Creating Digital Value -- Customer Relationship Management and Digital Tools -- Online Consumer Behaviour -- Social Media and Marketing -- Brand Building in the Digital Age -- Digital Marketing Strategy -- Digital Marketing Tools and Technologies -- Trends in Digital Marketing.
"This textbook describes how digital methods can enhance marketing experience going beyond cliched metrics of likes and shares in digital 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. A path-breaking textbook for students who wish to understand marketing in a rapidly changing environment, this book offers a fresh approach towards all the core areas of marketing, including segmentation, product development, promotion, pricing, going to the market and relationship building. Key Features: Offers conceptual clarity and refreshing treatment of use of digital tools in marketing; Encourages the readers to adopt a critical approach to standard aspects of marketing and traditional notions of use of the digital in businesses; Each chapter comes with a plethora of exhibits and case studies, from India and abroad Rich pedagogical features to aid teaching-learning in the classroom - learning objectives, chapter-end summary, glossary terms, concept-review and critical thinking questions, ideas for projects and group assignments, and much more"--