This book delves into the fundamental principles of the following:

• Digital Marketing
• Various Tools Involved
• Various Phases from Planning to Execution
• Understanding Consumer Behaviour
• Ethical Issues
• Assessment and Analytics

Unlike conventional texts, efforts have been made to help students understand assessing the inward flow while applying various tools in digital marketing. This book is targeted primarily at academic courses with the flexibility to support graduate and postgraduate programs.

The Present Publication is the Latest 2023 Edition, authored by Dr Satinder Kumar & Dr Supreet Kaur, with the following noteworthy features:

• [Discussion on Emerging Areas in E-Marketing] has been included in this book on the following topics:
• Impulse Buying Behaviour
• Frugal Marketing
• Latest Developments in E-Business Analytics
• Attempts have also been made to address some of the most sought-after tools in digital marketing
• Augmented Reality (AR)
• Virtual Reality (VR)
• Artificial Intelligence (AI)
• Digital Display Boards
• [Rich Pedagogy] which includes:
• Visual representation of data/concepts in tables and charts for easy comprehension
• Real-time snapshots from the web
• Relevant case studies
• Appropriate data points from various reports
• [Lucid & Coherent Language] for providing an understanding of the concepts of digital marketing
• [Comprehensive Coverage of Recent Facts & Figures] and current online market problems. It also covers emerging issues related to the present online payment system or ethics in online marketing
• [Relevant Case Studies/Caselets] for understanding the applicability of the concepts
• [Data from Various Reports for Ease in Understanding] the context presented in the book
• [MCQs, Practical Exercises, Examples & Illustrative Figures] are imbibed in each chapter

The detailed contents of the book are as follows:

• Introduction to Digital Marketing
• Market Segmentation, Targeting and Positioning
• Online Consumer Behaviour
• Strategic Digital Marketing
• Direct Marketing and E-Mail Marketing
• Internet Marketing and Advertising
• Social Media Marketing
• Search Engine Optimisation (Seo)
• Electronic Customer Relationship Management
• E-Payment Systems
• Mobile Marketing and Video Marketing
• E-Commerce and S-Commerce
• Business Website Marketing
• Smart Marketing and Interactive Marketing
• Facebook and Instagram Marketing
• LinkedIn and Twitter Marketing
• Ethical Digital Marketing
• Digital Marketing Environment
• Emerging Issues in E-Marketing
• Online Communication Media
• E-Business Analytics