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Fundamentals of Digital Marketing, 2/e by Puneet Bhatia

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CHAPTER 2

Digital Marketing Models Creation

LEARNING OBJECTIVES

After studying this chapter, you will be able to:

  • Explain the evolution of bricks and clicks model, the shift from a marketplace to a marketspace model, and emergence of interactive platforms
  • Describe the concept of value chain functions and importance of transaction cost concept
  • Understand digital marketing business models elucidating on the six core digital value elements and how they can be used to generate customer value

CASE STUDY Amazon India: The Global Unicorn

If we were to name one global company which had the guts and vision to take on both global and local players in digital domination, it has to be Amazon. With its feet firmly grounded in US and across the ...

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