* Section - ONE: Basic concepts and elements of digital marketing; ** Chapter - 01: Introduction to digital marketing; ** Chapter - 02: Planning a digital marketing strategy; ** Chapter - 03: Digital marketing campaigns; ** Chapter - 04: Accountability in the digital age; * Section - TWO: Researching the digital environment; ** Chapter - 05: The macro-environment; ** Chapter - 06: The micro-environment; ** Chapter - 07: Market segmentation, targeting and positioning; ** Chapter - 08: Big data; * Section - THREE: Online customer behaviour; ** Chapter - 09: The digital consumer; ** Chapter - 10: Customer journeys; ** Chapter - 11: Phygital and experiential marketing; ** Chapter - 12: Responsible consumer behaviour; ** Chapter - 13: Global consumer behaviour on digital channels; * Section - FOUR: Implementing digital marketing; ** Chapter - 14: Objective setting; ** Chapter - 15: Marketing mix for the digital world; ** Chapter - 16: Digital tools, techniques and technology; ** Chapter - 17: Social media marketing channels and concepts; ** Chapter - 18: Digital marketing channels and platforms; ** Chapter - 19: AI and digital marketing; * Section - FIVE: Measurement and evaluation; ** Chapter - 20: Evaluation of digital marketing success; ** Chapter - 21: Data analytics and metrics; ** Chapter - 22: Digital marketing audit; ** Chapter - 23: Managing, testing and improving campaigns; ** Chapter - 24: Ethical considerations; ** Chapter - 25: Sustainability in the digital world; ** Chapter - 26: Legal considerations.
Digital Marketing in Practice : Design, Implement and Measure Effective Campaigns