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 ...
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