E-Marketing presents e-marketing planning and marketing mix tactics from a strategic and tactical perspective. The present revised edition captures the disruption to the marketing field based on social media. The book includes many new topics as dictated by changes in e-marketing practice in the past two years.
New to the edition:
&bull Broader look at social media as it is now integrated throughout the book, instead of being confined to one chapter
&bull New business models such as social commerce (and Facebook commerce), mobile commerce and mobile marketing, social CRM, crowd sourcing, and many important but less pervasive models such as crowd funding, freemium, and flash sales discussed with the approach of learning from real-life examples
&bull Chapter 12: E-Marketing Communication: Owned Media, Chapter 13: E-Marketing Communication: Paid Media and Chapter 14: E-Marketing Communication: Earned Media rewritten to reflect the move from traditional marketing communication tools to IMC online: owned, paid and earned media
&bull Examples of new and interesting technologies that are providing marketing opportunities, both in the Web 2.0 and 3.0 sections
&bull Includes five Indian case studies on - Olacabs, Flipkart, Zomato, E-Marketing driving Indian Electoral, and Lenskart
Feature-rich text
&bull Each chapter opens with learning objectives
&bull Chapter-opening vignettes giving information about the best practices from real companies which illustrate key points two new vignettes and new discussion questions about each chapter opening vignette included
&bull Visual models included to enhance understanding
&bull Each chapter ends with a summary of important points
&bull Key terms set in bold text within the chapter to signal their importance and Appendix B made into a glossary
&bull Review and discussion questions at the end of each chapter
&bull Activities and Internet exercises also included at the end of each chapter
&bull Also includes Internet adoption statistics and a thorough glossary as appendix
