Fundamentals Of Digital Marketing / Puneet Singh Bhatia

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رقم التسجيلة 8563
نوع المادة كتاب
ردمك 9789353435141
رقم الطلب

HF 5415.13 .B42

شخص Bhatia, Puneet Singh

العنوان Fundamentals Of Digital Marketing / Puneet Singh Bhatia
بيان الطبعة Ed. 2
بيانات النشر Uttar Pradesh، [الهند]: Pearson، 2021.
الوصف المادي 479 P
المحتويات / النص



  • UNIT I   BASICS OF DIGITAL MARKETING
        1. From Traditional to Modern Marketing
        2. Rise of the Internet: The Dotcom Era
        3. Post Dotcom: Creation of Internet Business Models
        4. Growth of ‘E’ Concepts: from E-Business to Advanced E-Commerce
        5. Digital—The Next Wave of Marketing
        1. Emergence of Digital Marketing as a Tool
        2. Media Consumption Drivers for New Marketing Environment
        3. Digital Marketing Channels: Types and Business Models
        4. Digital Marketing Applications and Benefits
        1. Internet Basics—Internet/Intranet/Extranet/Portals
        2. Understanding Web and Wireless Technologies
        3. Reshaping Interactions: Individuals/Businesses/Non-Profit
        4. Opportunities and Challenges to Internet Marketing
        1. Delivering Enhanced Customer Value
        2. Market Opportunity Analysis and Digital Services Development
        3. ASCOR Digital Marketing Framework
        4. Application of Digital Marketing
        5. Critical Success Factors for Digital Marketing
      1. Chapter Summary
      2. Review Questions
      3. Digital Application Exercises
        1. From Brick and Mortar to Bricks and Clicks
        2. Growth of Interactive Platforms
        3. The New Network Economy
        4. From Marketspaces to Marketplaces
        5. Changing Sales and Customer Service Patterns
        1. Understanding Value Chain Functions
        2. Key Value Chain Process: A Basic Understanding
        3. Value Chain Elaboration: A Case of Journal Publishing
        4. Emergence of Digitized Value Chain
        1. Understanding Digital Value Elements
        2. Digital Value-Led Marketing Approach
        3. Digital Marketing Models Creation
        4. Application of Digital Marketing Models
      1. Chapter Summary
      2. Review Questions
      3. Digital Application Exercises
      1. Consumer Behavior on the Internet
        1. Impact of Digital Technology on Consumer Behavior
        2. Attributes of Online Buying Behavior
        3. Influence of the Web Experience
        4. Marketing Intelligence from User’s Online Data
        1. Understanding Consumer Demands
        2. Demand-Led Product Development Process
        3. Brand Building on the Web
        4. Web-Tracking Audits and Forecasting
        1. Basics of Integrated Marketing Communications (IMC)
        2. Channels for Integrated Marketing Communications
        3. Four Pillars of the IMC Construct
        1. Practical Exercise
      2. Chapter Summary
      3. Review Questions
      4. Digital Application Exercises
        1. Marketing Strategy and its Digital Shifts
        2. The Assessment Phase Elements
        3. Macro-Micro Environment Analysis
        4. Marketing Situation Analysis
        1. Analyzing Present Offerings Mix
        2. Marketing Mix Analysis
        3. Internal Resource Mapping
        4. Core Competencies Analysis
        1. Digital Presence Analysis
        2. Digital Presence Analysis Matrix
        3. Digital Marketing Objectives Development
        4. Digital Marketing Objectives Review
        5. Practical Exercise
      1. Chapter Summary
      2. Review Questions
      3. Digital Application Exercises
        1. Understanding Digital Business Strategy
        2. Emerging Digital Business Structures
        3. Digital Core Competency Alignment
        4. Customer Development Strategy (STP 2.0 Framework)
        1. Offering Mix for Digital
        2. Digital Pricing Models
        3. Channels of Purchase—Reaching the E-Consumer
        4. Managing Promotional Channels
        5. Developing the Extended Ps- People, Process, Programs, and Performance
        1. Developing Digital Marketing Strategy Roadmap
        2. The 6S Digital Marketing Implementation Strategy
        3. PLC Concept—Marketing across the Product Life Cycle
        4. Practical Exercise
      1. Chapter Summary
      2. Review Questions
      3. Digital Application Exercises
        1. The Media Planning Shift to Digital
        2. Understanding Digital Media Planning Terminology
        3. Digital Media Planning Stages
        4. Investment Analysis and Planning for Marketing RoI
        1. Marketing Communications: from Mass Market to Mass Customized
        2. Steps to Creating Marketing Communications Strategy
        3. Developing Communications Messaging
        4. Communication Mix across Digital Channels
        1. Intent-Based Marketing (Search Marketing)
        2. Brand-Based Marketing (Display Marketing)
        3. Community-Based Marketing (Social Media Marketing)
        4. Partner, Direct, Content, and Platform-Based Marketing Channels
        5. Practical Exercise
      1. Chapter Summary
      2. Review Questions
      3. Digital Application Exercises
        1. Basics of Lead Generation and Conversion Marketing
        2. Lead Nurturing and Lead Scoring Concepts
        3. Setting up for Conversion: from Web-Page to Landing Page
        4. Lead Management across Channels—Owned, Earned, and Paid
        1. Pre-Planning for Web Development
        2. Website Development Stages
        3. Developing Site Diagrams and Wireframes
        4. Website Content Development and Management
        1. Understanding Elements of User Experience
        2. Implementation of Interaction Design
        3. Understanding Web Usability and Evaluation
        4. Measuring Service Quality Elements
        5. Practical Exercise
      1. Chapter Summary
      2. Review Questions
      3. Digital Application Exercises
      1. Basic Elements of Digital Campaigns
        1. Campaign Planning and Budgeting
        2. Campaign Set-up and Launch
        3. Campaign Monitoring to Reconciliation
        1. Search Campaign Planning Basics
        2. SEM Campaign Set-up and Execution
        3. SEO Basics and Management
        1. Display Campaign Management Basics
        2. Emerging Data-Driven Display Models (Programmatic and RTB)
        3. Rich Media Ad Campaign Management
        1. Content Marketing (Cornerstone of Emerging Marketing Models)
        2. Community-Based Campaigns (Social Media Execution)
        3. Campaigns for Partner, Communication, and Platform-Based Marketing
        1. Basics of Web Analytics
        2. Understanding KPIs
        3. Introduction to Google Analytics
        4. Web Analytics 2.0: Developing a Marketing Analytics Framework
        5. Marketing Implementation RoI
        6. Digital Marketing Refinement Phase
        7. Practical Exercise
      2. Chapter Summary
      3. Review Questions
      4. Digital Application Exercises
        1. Digital Revenue Generation Models
        2. Customer Loyalty Management in the Digital Era
        3. Rise of Relationship Marketing: Turning Loyalists to Advocates
        4. Driving Advocates through Customer Experience
        1. Understanding Electronic Payment Systems
        2. Emerging Digital Payments Solutions
        3. Managing Digital e-Services (Setting up Digital Services Unit)
        4. Selling through Cybermediaries
        1. Understanding E-commerce Implementation Challenges
        2. Internal Challenges: Business and Infrastructure
        3. External Challenges: Legal and Compliance
        4. Consumer-Specific Security, Privacy, Ethical, and Social Challenges
        5. Practical Exercise
      1. Chapter Summary
      2. Review Questions
      3. Digital Application Exercises
        1. Digital Marketing Overview—Global Spend
        2. Digital Marketing Overview—Advertising Spend
        3. Conceptualizing Digital Marketing Landscape
        4. Digital Marketing Technology/Tools Landscape
        1. India Digital Spend Overview
        2. India Digital Advertising Spend
        3. Key Digital Advertising Trends in India
        4. India Digital Marketing/Advertising Tools Landscape
        1. Big Data and IoT—Data Technologies Impacting Marketing
        2. B2B and SMB—Segments-Based Digital Marketing
        3. SoLoMo—the Next level of Hyperlocal Marketing
      1. Chapter Summary
      2. Review Questions
      3. Digital Application Exercises
        1. The Changing Role of CMOs in Organizations
        2. Building a Career in Digital Marketing
        3. Top Digital Marketing Areas as Career Tracks
        4. Approaching a Career in Digital Marketing
      1. Chapter Summary
  • المستخلص

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    المواضيع
    المواضيع Marketing - Management
    Internet marketing