Fundamentals of Digital Marketing, 2/e

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 ...