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Fundamentals of Digital Marketing, 2/e by Puneet Bhatia

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Contents

Preface to the Second Edition

Preface to the First Edition

Acknowledgements

About the Author

UNIT I   BASICS OF DIGITAL MARKETING

Chapter 1 Introduction to Digital Marketing

Evolution of Digital Marketing

From Traditional to Modern Marketing

Rise of the Internet: The Dotcom Era

Post Dotcom: Creation of Internet Business Models

Growth of ‘E’ Concepts: from E-Business to Advanced E-Commerce

Digital—The Next Wave of Marketing

Digital Marketing: An Introduction

Emergence of Digital Marketing as a Tool

Media Consumption Drivers for New Marketing Environment

Digital Marketing Channels: Types and Business Models

Digital Marketing Applications and Benefits

Internet Marketing: Underlying Technology and Frameworks

Internet Basics—Internet/Intranet/Extranet/Portals ...

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