Marketing in the Digital Age takes the view that the path to the future must integrate marketing and digital know-how, and exemplifies how digital marketing is more than just spreading the message using digital tools. This path-breaking textbook is for students who wish to understand marketing in a rapidly changing environment. It offers a fresh approach towards all the core areas of marketing, including segmentation, product development, promotion, pricing, going to the market and relationship-building.

Key Features

• Offers conceptual clarity and refreshing treatment of digital tools in marketing

• Encourages the readers to adopt a critical approach to standard aspects of marketing and traditional notions of the use of the digital tools in businesses

• Includes chapters that come with a plethora of exhibits and case studies from India and abroad

• Contains rich pedagogical features to aid teaching—learning in the classroom —learning objectives, chapter-end summary, key terms, concept review and critical thinking questions, ideas for projects and group assignments, and much more

Dinesh Kumar, Faculty, Jagran Lakecity University, Bhopal, India

• Publisher: Atlantic Publishers & Distributors (P) Ltd
• Publisher Imprint:
• Publication Date: December 2, 2023
• Pages: 384
• ISBN13: 9788126938377
• Item Weight: 530 grams
• Original Price: 695.0 INR
• Edition: N/A
• Binding: Paperback