Digital marketing outreach : the future of marketing practices / edited by Kavita Sharma and Swati Aggarwal.

Contributor(s):

Material type: Text

TextLanguage: English Publication details: Lodon : Routledge, Taylor & Francis Group, 2023.Description: xx, 224 pages : illustrations, charts, tables (black and white) ; 23 cm.ISBN:

9781032325033

Subject(s):

LOC classification:

HF5415.1265 .D545 2022

Summary: This book studies the use of digital marketing across the economic, social, and political sectors of India. It looks at diverse areas of business and non-business activities involving the use of digital platforms to augment marketing initiatives and improve reach, sales, and social media engagement. The volume analyses various themes including viral marketing, influencer marketing, webrooming behaviour, online impulse buying, telemedicine, social media advertising, and app-based cab services. It examines the role of digital marketing in creating a positive and favorable brand image for organisations by advertising their social responsiveness on social media and studies the influence of political brand value on social media activities. The authors also provide insight into changing trends within consumer behaviour, reflect on future challenges within the field, and highlight areas of growth. An important contribution to the study of new and emerging marketing practices, the book will be indispensable for students, researchers and teachers of communication, marketing, brand management, social media marketing, advertising, e-business, digital humanities, and consumer behaviour.

Holdings ( 1 )
Title notes ( 3 )

Holdings
Item type	Current library	Call number	Copy number	Status	Date due	Barcode
Book	TBS Barcelona	HF5415.1265 SHA (Browse shelf(Opens below))	1	Available		B05438

Includes bibliographical references and index.

This book studies the use of digital marketing across the economic, social, and political sectors of India. It looks at diverse areas of business and non-business activities involving the use of digital platforms to augment marketing initiatives and improve reach, sales, and social media engagement. The volume analyses various themes including viral marketing, influencer marketing, webrooming behaviour, online impulse buying, telemedicine, social media advertising, and app-based cab services. It examines the role of digital marketing in creating a positive and favorable brand image for organisations by advertising their social responsiveness on social media and studies the influence of political brand value on social media activities. The authors also provide insight into changing trends within consumer behaviour, reflect on future challenges within the field, and highlight areas of growth. An important contribution to the study of new and emerging marketing practices, the book will be indispensable for students, researchers and teachers of communication, marketing, brand management, social media marketing, advertising, e-business, digital humanities, and consumer behaviour.

Description based on print version record.