About the book

The dual purpose of this book is to provide a basic understanding of the fundamentals of Internet Marketing, as well as to provide an India-specific context, with sufficient comparisons with how the consumers and the marketers compare to their counterparts in some of the developed economics (e.g., the USA).

I would like to believe, virtually anyone interested in learning the subject called Digital Marketing, with a specific focus on India, would potentially be the target audience. Specifically, students pursuing a post-graduate degree in management studies would be the segment that will have an immediate need for an understanding of the topic. Marketing executives wishing to improve their understanding of digital marketing may use this book as a reference.

Contents

Chapter 1. Introduction: The Adoption in Internet in India

Chapter 2. Search Engine Optimization

Chapter 3. Search Advertising

Chapter 4. Display Advertising and Programmatic Advertising

Chapter 5. Affiliate Marketing

Chapter 6. Web Analytics

Chapter 7. Consumers Online

Chapter 8. Social Media Marketing

Chapter 9. Social Media Analytics—Structured Data

Chapter 10. Social Media Analytics—Unstructured Data

Chapter 11. Mobile Marketing

Chapter 12. E-mail Marketing

Chapter 13. Internet Marketing Strategy and Content Marketing

Chapter 14. Online Privacy and Data Protection: Ethical and Legal Issues

Chapter 15. Looking Ahead