Fundamentals of Digital Marketing


Staying true to its former edition ‘Fundamentals of digital marketing (second edition)‘ is an honest attempt to capture and showcase the evolving Indian landscape of digital marketing to an audience that had for long viewed this academic field from a non-Indian lens. This text will be of great interest to students, professors, readers, and entrepreneurs as it brings forth a pedagogical, framework-driven approach mostly lacking across academic and corporate circuits.

Table of Contents:

Unit I: Basics of Digital Marketing

• Chapter 1: Introduction to digital marketing
• Chapter 2: Digital marketing models creation
• Chapter 3: The consumer for digital marketing

Unit II: Digital Marketing Strategy Development

• Chapter 4: Digital marketing assessment Phase
• Chapter 5: Digital marketing strategy definition

Unit III: Digital Marketing Planning and Setup

• Chapter 6: Digital marketing communications and channel mix
• Chapter 7: Digital marketing operations set-up

Unit IV: Digital Marketing Execution

• Chapter 8: Digital marketing campaign management
• Chapter 9: Digital marketing execution element

Unit V: Digital Business- Present and Future

• Chapter 10: Digital marketing- Landscape and emerging areas
• Chapter 11: A career in digital marketing.


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