Fundamentals of digital Marketing, 3rd Edition by Pearson

UNIT I BASICS OF DIGITAL MARKETING

After studying this chapter, you will be able to:

Explain the evolution of digital marketing
Define digital marketing and differentiate it from traditional ‘e-models’ like e-business and e-commerce
Outline the underlying technology and frameworks within which digital marketing operates and gain an understanding of digital transformation models
Describe the structure of digital marketing, opportunities, applications, business modes and challenges
Understand key components and application of ASCOR Digital Marketing Framework across multiple stakeholder scenarios

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