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: The digital consumer; Chapter - 10: Customer journeys; Chapter - 11: Phygital and experiential marketing; Chapter - 12: Responsible consumer behaviour; Chapter - 13: Global consumer behaviour on digital channels; 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: Social media marketing channels and concepts; Chapter - 18: Digital marketing channels and platforms; Chapter - 19: AI and digital marketing; Section - FIVE: Measurement and evaluation; Chapter - 20: Evaluation of digital marketing success; Chapter - 21: Data analytics and metrics; Chapter - 22: Digital marketing audit; Chapter - 23: Managing, testing and improving campaigns; Chapter - 24: Ethical considerations; Chapter - 25: Sustainability in the digital world; Chapter - 26: Legal considerations