O'Reilly logo

Fundamentals of Digital Marketing, 2/e by Puneet Bhatia

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

CHAPTER 1

Introduction to Digital Marketing

LEARNING OBJECTIVES

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

CASE STUDY Flipkart: Heralding Indian E-commerce

Flipkart, the poster boy of digital entrepreneurship and flagbearer ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required