A comprehensive and engaging textbook on use and application of
digital tools in marketing in a rapidly changing world. This
textbook describes how digital methods can enhance marketing
experience by going beyond cliched metrics of likes and shares in
marketing strategies. Marketing in the Digital Age takes the view
that the path to the future must integrate both marketing and
digital knowhow and exemplifies how digital marketing is more than
just spreading the message using digital tools. This path-breaking
textbook is for students who wish to understand marketing in a
rapidly changing environment. It offers a fresh approach towards
all the core areas of marketing, including segmentation, product
development, promotion, pricing, going to the market and
relationship building. Key Features: * Offers conceptual clarity
and refreshing treatment of digital tools in marketing * Encourages
the readers to adopt a critical approach to standard aspects of
marketing and traditional notions of the use of the digital in
businesses * Includes chapters that come with a plethora of
exhibits and case studies from India and abroad * Contains rich
pedagogical features to aid teaching--learning in the
classroom-learning objectives, chapter-end summary, key terms,
concept review and critical thinking questions, ideas for projects
and group assignments, and much more
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