CHAPTER 3
The Consumer for Digital Marketing
LEARNING OBJECTIVES
After studying this chapter, you will be able to:
- Explain the evolution of consumer behavior models, key attributes of online buying behavior and the impact of digital technology on buying patterns
- Understand consumer demand patterns and the ways these can be analyzed online through web-tracking audits and forecasting
- Describe integrated marketing communications, the channels, and basic constructs of such communication
CASE STUDY Google India: From Keyword to Alphabet
A company which started on the premise that each individual has very specific tastes and that every long-tail search can be monetized, has grown in the past 17 years to become the most influential digital ...
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