TY  - BOOK
AU  - Kagan, Jeremy
AU  - Singh, Siddharth Shekhar
TI  - Digital marketing: strategy & tactics 
SN  - 9789390395491
U1  - 658.8 
PY  - 2020///
CY  - New Delhi
PB  - Wiley India Pvt. Ltd.
KW  - Digital marketing
KW  - Internet marketing
N1  - Chapter 1 — Digital Marketing and the 4 P’s
Digital Is Different
Marketing’s 4 P’s Revisited

 
Chapter 2 — Search Marketing: Search Engine Optimization
Search Marketing
Search Engine Optimization
Chapter 3 — Search Marketing: Search Advertising (PPC)
Paid Search: Google and Everyone Else
The Economics of Search Engine Advertising
Beyond Search: Additional Google Ads
The Future of Search: Mobile and Local
Chapter 4 — Email Marketing
Email Effectiveness or Why We Still Love Email
Email Strategies and Execution

Measuring Success
Chapter 5 — Display Advertising: The Basics
The Evolution of Display Advertising
Display Measurement

How Display Works
Digital Display Options
Getting the Most Out of Display Creative
Chapter 6 — Display Advertising: Advanced Topics and Trends
Creative Trends in Display
Challenges in Display

Trends in Ad Optimization: The Digital Difference
Chapter 7 — Social Media: Communities and Targeting Advertising
The Power of Communities
Marketing in Social Media
Which Network Is the Right Network?
Chapter 8 — Social Media: Content Marketing, Influence, and Amplification
Content Marketing: Amplifying UGC
Content Marketing: Attracting and Retaining Customers
Influencer Marketing: Leveraging Trust and Engagement
Chapter 9 — Mobile and Its Impact
The Evolution of Mobile
Mobile as a Marketing Channel
Channel Differences between Mobile and Desktop
Marketing Your Mobile Application
Chapter 10 — E-Commerce and Shopping: Product Listing Ads
The Growth of E-commerce
Online Advertising and E-commerce
E-commerce and the Moment of Truth
Full Circle: Guide Stores and the Return of the Storefront
Online Retail in India
Chapter 11 — Evolving Business Models
Revenge of the Niches: Selling Fewer “Hits” and Many More Misses
The Evolution of Next Generation Business Models
Change Is the Only Constant; Business Models in Flux
Chapter 12 — Emerging Channels and Opportunities
Getting Up Close and Personal
Gaming Gets Serious
Voice, Visual Assistants, and Beyond
Wearables, Cars, and Homes
Marketing in the Face of Change
ER  -