Marketing in the Digital Age

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