Internet marketing: a practical approach in the Indian context

Table of contents Overview Search Engine Optimization (SEO) Search Advertising Display Advertising Web Analytics The Online Consumer Social Media Marketing Social Media Analytics: Structured Data Social Media Analytics: Un-Structured Data Mobile Marketing E-mail Marketing Content Marketing and Online Marketing Strategy Looking Ahead

Internet Marketing, designed with the purpose of explaining concepts of the subject from an India-specific context, also provides comparisons of ways online marketing is dealt with in India and in the west. An apt textbook for students of MBA specializing in Marketing, it also describes the importance of digital resources such as social media and web analytics for the purposes of undertaking digital marketing. The book is divided into 7 sections. Section I, Internet Users and Usage in India gives an overview on the history of the Internet in India, its use and digital commerce. Section II, Search Engine Marketing discusses search engine optimization (SEO), and paid traffic including online advertising. Section III, Understanding the Consumer includes chapters on web analytics, and the online consumer. Section IV, Social Media Marketing and Social Media Analytics elaborates on the strategies used in the context of social media marketing, as well as discusses analyses of structured and unstructured data generated on social media. Section V, Mobile Marketing and E-Mail Marketing discusses mobile marketing, m-commerce and their adoption in India. Section VI, discusses Online Marketing Strategy, providing a holistic step-by-step roadmap to undertaking digital marketing. Section VII, concludes by Looking Ahead while laying out the existing challenges and emerging areas of opportunities surrounding Internet adoption in India. Besides students, the book with its application-oriented approach would also be useful to marketing professionals.