Digital Marketing in Practice

Section - ONE: Basic concepts and elements of digital marketing; Chapter - 01: Introduction to digital marketing; Chapter - 02: Planning a digital marketing strategy; Chapter - 03: Digital marketing campaigns; Chapter - 04: Accountability in the digital age; Section - TWO: Researching the digital environment; Chapter - 05: The macro environment; Chapter - 06: The micro environment; Chapter - 07: Market segmentation, targeting and positioning; Chapter - 08: Big Data; Section - THREE: Online customer behaviour; Chapter - 09: Primary and secondary data sources; Chapter - 10: The digital consumer; Chapter - 11: Customer journey and experiences; Chapter - 12: Socially responsible consumer behaviour Chapter - 13: Global Consumer Behaviour Section - FOUR: Implementing digital marketing; Chapter - 14: Objective setting; Chapter - 15: Marketing mix for the digital world; Chapter - 16: Digital tools, techniques and technology; Chapter - 17: Digital marketing channels and platforms; Section - FIVE: Measurement and evaluation; Chapter - 18: Evaluation of digital marketing success - Dashboards and challenges of data-driven marketing; Chapter - 19: Data analytics and metrics; Chapter - 20: Digital marketing audit; Section - SIX: Legal and ethical considerations; Chapter - 21: Sustainability messaging Chapter - 22: Ethical considerations; Chapter - 23: Sustainability in the digital world; Chapter - 24: Legal considerations;