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Digital Marketing ,2/E (Paperback)

Paperback

by Seema Gupta

9789353169787

₹688.50INR
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Built to focus on what matters most in today’s high-tech, globalised world, the second edition of Digital Marketing combines curricula needs with practitioners’ insights from across the entire spectrum of the subject area. The book takes a thoroughly application-based approach and is useful for both beginners trying to understand the nuances of the subject as well as practitioners needing managerial insights. The text is replete with images for better understanding of the workings of the most popular digital marketing platforms and a plethora of Pedagogical features aid easy understanding and retention of concepts and applications.

Salient Features:

• Two new chapters on Digital Analytics and Video Marketing

• Two new web chapters on Online Reputation Management and Technological Advancements in Digital Marketing

• New sections such as zero moment of truth, bid adjustment, TikTok for marketing, EdgeRank Algorithm, best practices for UI/UX design etc.

• Updated pedagogy with new Critical Thinking and Critical Review Questions

• Thoroughly updated data, text, pictures, and exhibits across the chapters

• Supplemented with online learning resources

 

 About the Author

Seema Gupta is an Associate Professor of Marketing at the Indian Institute of Management, Bangalore, specializing in the field of Digital Marketing. She has her papers published with reputed journals such as Marketing Theory & Practice, Public Relations Review, Corporate Reputation Review, IIMB Management Review and Vikalpa, and others. She is also a visiting faculty at Esan University, Peru, and Egade University, Mexico. Besides, she provides training to corporates and consultation on driving traffic for businesses. Winner of EFMD Best Case Award (2011) and ISB-IVEY Best Case Award (2011), Prof. Gupta has written cases on marketing challenges faced by companies such as Volkswagen, Bosch, Nielsen, DDB Mudra, Dainik Bhaskar, etc. Prior to IIMB, she worked with RPG Group in sales and marketing function and Mudra Institute of Communications (MICA). She is a mother of two kids and a badminton player and loves travelling to different parts of the world. Prof Gupta dons a versatile persona – from a professor, author, speaker to a consultant, trainer as well as a blogger and Youtuber. 
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