CHAPTER3

The Consumer for Digital Marketing

LEARNING OBJECTIVES

After studying this chapter, you will be able to:

  • Explain the evolution of consumer behavior models, key attributes of online buying behavior and the impact of digital technology on buying patterns
  • Understand consumer demand patterns and the ways these can be analyzed online through web-tracking audits and forecasting
  • Describe integrated marketing communications, the channels, and basic constructs of such communication

CASE STUDY Google India: Your Voice can Command Everything

Technology giant Google has always seen India as the biggest market for their business and invested hugely in the Indian marketplace. Today, Google India has taken its place in almost every Indian ...

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