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Fundamentals of Digital Marketing, 2/e

Book Description

Staying true to its former edition 'Fundamentals of digital marketing (second edition)' is an honest attempt to capture and showcase the evolving Indian landscape of digital marketing to an audience that had for long viewed this academic field from a non-Indian lens. This text will be of great interest to students, professors, readers, and entrepreneurs as it brings forth a pedagogical, framework-driven approach mostly lacking across academic and corporate circuits.

Table of Contents

  1. Cover
  2. About Pearson
  3. Title Page
  4. Contents
  5. Preface to the Second Edition
  6. Preface to the First Edition
  7. Acknowledgements
  8. About the Author
  9. UNIT I   BASICS OF DIGITAL MARKETING
    1. Chapter 1 Introduction to Digital Marketing
      1. Evolution of Digital Marketing
        1. From Traditional to Modern Marketing
        2. Rise of the Internet: The Dotcom Era
        3. Post Dotcom: Creation of Internet Business Models
        4. Growth of ‘E’ Concepts: from E-Business to Advanced E-Commerce
        5. Digital—The Next Wave of Marketing
      2. Digital Marketing: An Introduction
        1. Emergence of Digital Marketing as a Tool
        2. Media Consumption Drivers for New Marketing Environment
        3. Digital Marketing Channels: Types and Business Models
        4. Digital Marketing Applications and Benefits
      3. Internet Marketing: Underlying Technology and Frameworks
        1. Internet Basics—Internet/Intranet/Extranet/Portals
        2. Understanding Web and Wireless Technologies
        3. Reshaping Interactions: Individuals/Businesses/Non-Profit
        4. Opportunities and Challenges to Internet Marketing
      4. Digital Marketing Framework
        1. Delivering Enhanced Customer Value
        2. Market Opportunity Analysis and Digital Services Development
        3. ASCOR Digital Marketing Framework
        4. Application of Digital Marketing
        5. Critical Success Factors for Digital Marketing
      5. Chapter Summary
      6. Review Questions
      7. Digital Application Exercises
    2. Chapter 2 Digital Marketing Models Creation
      1. Factors Impacting Digital Marketplace
        1. From Brick and Mortar to Bricks and Clicks
        2. Growth of Interactive Platforms
        3. The New Network Economy
        4. From Marketspaces to Marketplaces
        5. Changing Sales and Customer Service Patterns
      2. Value Chain Digitization
        1. Understanding Value Chain Functions
        2. Key Value Chain Process: A Basic Understanding
        3. Value Chain Elaboration: A Case of Journal Publishing
        4. Emergence of Digitized Value Chain
      3. Digital Marketing Business Models
        1. Understanding Digital Value Elements
        2. Digital Value-Led Marketing Approach
        3. Digital Marketing Models Creation
        4. Application of Digital Marketing Models
      4. Chapter Summary
      5. Review Questions
      6. Digital Application Exercises
    3. Chapter 3 The Consumer for Digital Marketing
      1. Consumer Behavior on the Internet
      2. Evolution of Consumer Behavior Models
        1. Impact of Digital Technology on Consumer Behavior
        2. Attributes of Online Buying Behavior
        3. Influence of the Web Experience
        4. Marketing Intelligence from User’s Online Data
      3. Managing Consumer Demand
        1. Understanding Consumer Demands
        2. Demand-Led Product Development Process
        3. Brand Building on the Web
        4. Web-Tracking Audits and Forecasting
      4. Integrated Marketing Communications (IMC)
        1. Basics of Integrated Marketing Communications (IMC)
        2. Channels for Integrated Marketing Communications
        3. Four Pillars of the IMC Construct
      5. Impact of Digital Channels on IMC
        1. Practical Exercise
      6. Chapter Summary
      7. Review Questions
      8. Digital Application Exercises
  10. UNIT II   DIGITAL MARKETING STRATEGY DEVELOPMENT
    1. Chapter 4 Digital Marketing Assessment Phase
      1. Elements of the Assessment Phase
        1. Marketing Strategy and its Digital Shifts
        2. The Assessment Phase Elements
        3. Macro-Micro Environment Analysis
        4. Marketing Situation Analysis
      2. Digital Marketing Internal Assessment
        1. Analyzing Present Offerings Mix
        2. Marketing Mix Analysis
        3. Internal Resource Mapping
        4. Core Competencies Analysis
      3. Digital Marketing Objectives Planning
        1. Digital Presence Analysis
        2. Digital Presence Analysis Matrix
        3. Digital Marketing Objectives Development
        4. Digital Marketing Objectives Review
        5. Practical Exercise
      4. Chapter Summary
      5. Review Questions
      6. Digital Application Exercises
    2. Chapter 5 Digital Marketing Strategy Definition
      1. Digital Marketing Strategy Groundwork
        1. Understanding Digital Business Strategy
        2. Emerging Digital Business Structures
        3. Digital Core Competency Alignment
        4. Customer Development Strategy (STP 2.0 Framework)
      2. Defining the Digital Marketing Mix
        1. Offering Mix for Digital
        2. Digital Pricing Models
        3. Channels of Purchase—Reaching the E-Consumer
        4. Managing Promotional Channels
        5. Developing the Extended Ps- People, Process, Programs, and Performance
      3. Digital Marketing Strategy Roadmap
        1. Developing Digital Marketing Strategy Roadmap
        2. The 6S Digital Marketing Implementation Strategy
        3. PLC Concept—Marketing across the Product Life Cycle
        4. Practical Exercise
      4. Chapter Summary
      5. Review Questions
      6. Digital Application Exercises
  11. UNIT III   DIGITAL MARKETING PLANNING AND SETUP
    1. Chapter 6 Digital Marketing Communications and Channel Mix
      1. Digital Marketing Planning Development
        1. The Media Planning Shift to Digital
        2. Understanding Digital Media Planning Terminology
        3. Digital Media Planning Stages
        4. Investment Analysis and Planning for Marketing RoI
      2. Designing the Communication Mix
        1. Marketing Communications: from Mass Market to Mass Customized
        2. Steps to Creating Marketing Communications Strategy
        3. Developing Communications Messaging
        4. Communication Mix across Digital Channels
      3. Introduction to Digital Marketing Channels
        1. Intent-Based Marketing (Search Marketing)
        2. Brand-Based Marketing (Display Marketing)
        3. Community-Based Marketing (Social Media Marketing)
        4. Partner, Direct, Content, and Platform-Based Marketing Channels
        5. Practical Exercise
      4. Chapter Summary
      5. Review Questions
      6. Digital Application Exercises
    2. Chapter 7 Digital Marketing Operations Set-up
      1. Understanding Digital Marketing Conversion
        1. Basics of Lead Generation and Conversion Marketing
        2. Lead Nurturing and Lead Scoring Concepts
        3. Setting up for Conversion: from Web-Page to Landing Page
        4. Lead Management across Channels—Owned, Earned, and Paid
      2. Basics of Web Development and Management
        1. Pre-Planning for Web Development
        2. Website Development Stages
        3. Developing Site Diagrams and Wireframes
        4. Website Content Development and Management
      3. User Experience, Usability, and Service Quality Elements
        1. Understanding Elements of User Experience
        2. Implementation of Interaction Design
        3. Understanding Web Usability and Evaluation
        4. Measuring Service Quality Elements
        5. Practical Exercise
      4. Chapter Summary
      5. Review Questions
      6. Digital Application Exercises
  12. UNIT IV   DIGITAL MARKETING EXECUTION
    1. Chapter 8 Digital Marketing Campaign Management
      1. Basic Elements of Digital Campaigns
      2. Basic Elements of Digital Campaign Management
        1. Campaign Planning and Budgeting
        2. Campaign Set-up and Launch
        3. Campaign Monitoring to Reconciliation
      3. Implementing Intent-Based Campaigns (Search Execution)
        1. Search Campaign Planning Basics
        2. SEM Campaign Set-up and Execution
        3. SEO Basics and Management
      4. Implementing Brand-Based Campaigns (Display Execution)
        1. Display Campaign Management Basics
        2. Emerging Data-Driven Display Models (Programmatic and RTB)
        3. Rich Media Ad Campaign Management
      5. Campaign Execution for Emerging Marketing Models
        1. Content Marketing (Cornerstone of Emerging Marketing Models)
        2. Community-Based Campaigns (Social Media Execution)
        3. Campaigns for Partner, Communication, and Platform-Based Marketing
      6. Campaign Analytics and Marketing RoI
        1. Basics of Web Analytics
        2. Understanding KPIs
        3. Introduction to Google Analytics
        4. Web Analytics 2.0: Developing a Marketing Analytics Framework
        5. Marketing Implementation RoI
        6. Digital Marketing Refinement Phase
        7. Practical Exercise
      7. Chapter Summary
      8. Review Questions
      9. Digital Application Exercises
    2. Chapter 9 Digital Marketing Execution Elements
      1. Managing Digital Marketing Revenue
        1. Digital Revenue Generation Models
        2. Customer Loyalty Management in the Digital Era
        3. Rise of Relationship Marketing: Turning Loyalists to Advocates
        4. Driving Advocates through Customer Experience
      2. Managing Service Delivery and Payment
        1. Understanding Electronic Payment Systems
        2. Emerging Digital Payments Solutions
        3. Managing Digital e-Services (Setting up Digital Services Unit)
        4. Selling through Cybermediaries
      3. Managing Digital Implementation Challenges
        1. Understanding E-commerce Implementation Challenges
        2. Internal Challenges: Business and Infrastructure
        3. External Challenges: Legal and Compliance
        4. Consumer-Specific Security, Privacy, Ethical, and Social Challenges
        5. Practical Exercise
      4. Chapter Summary
      5. Review Questions
      6. Digital Application Exercises
  13. UNIT V   DIGITAL BUSINESS - PRESENT AND FUTURE
    1. Chapter 10 Digital Marketing-Landscape and Emerging Areas
      1. Digital Marketing—Global Landscape
        1. Digital Marketing Overview—Global Spend
        2. Digital Marketing Overview—Advertising Spend
        3. Conceptualizing Digital Marketing Landscape
        4. Digital Marketing Technology/Tools Landscape
      2. Digital Marketing—The Indian View
        1. India Digital Spend Overview
        2. India Digital Advertising Spend
        3. Key Digital Advertising Trends in India
        4. India Digital Marketing/Advertising Tools Landscape
      3. Digital Marketing—Emerging Trends and Concepts
        1. Big Data and IoT—Data Technologies Impacting Marketing
        2. B2B and SMB—Segments-Based Digital Marketing
        3. SoLoMo—the Next level of Hyperlocal Marketing
      4. Chapter Summary
      5. Review Questions
      6. Digital Application Exercises
    2. Chapter 11 A Career in Digital Marketing
      1. Emerging Opportunities for Digital Marketing Professionals
        1. The Changing Role of CMOs in Organizations
        2. Building a Career in Digital Marketing
        3. Top Digital Marketing Areas as Career Tracks
        4. Approaching a Career in Digital Marketing
      2. Chapter Summary
  14. Bibliography 1
  15. Bibliography 2
  16. Index
  17. Copyright