Marketing in the Digital World

The intelligent corporates are becoming data-driven and AI-powered enterprises to compete, differentiate, and successfully reach consumers. This book develops a critical understanding of the digital marketing landscape. The author explores and examines the various aspects of digital marketing process and their implications. It takes an in-depth look at what firms can do to pioneer and successfully execute the digital marketing innovations in a mobile-synchronized and mobile-optimized world for building and sustaining the online customer relationship and loyalty. The author explores and analyzes the digital and social media dynamics for virtual world, including the mechanism involved in bringing targeted traffic and increasing brand awareness in the real-time programmatic and algorithmic world of communication, where the new digital world is progressively being propelled by the blockchain-enabled social media platforms. In this connected world, the consumers are connected with portals of interactive multi-smart shared interfaces. Kapoor discusses and demonstrates that the practitioners should direct their endeavors more toward fostering the positive brand image and the consumer-based brand equity than short-range transactions. This book is intended for a broad audience including students and professors in graduate business schools, and practicing business executives. The goal is to inform management practice and help current and future business leaders navigate through the competitive storms unleashed by digital technology for reaching market segments, for conducting market research, and for managing content, no matter what industry it is.

Avinash Kapoor is the professor of marketing at the Management Development Institute, Gurgaon, Haryana, India. His research focuses on consumer perceptions, consumer attitude, consumer emotion and experiences, digital marketing. He has published several papers books on various themes like Marketing Research, Branding and Sustainable Competitive Advantage, Building Virtual Presence, Marketing Management, Dynamics of Consumer Perception in Social Marketing, and Consumer Emotions and Experience Management. Professor Kapoor has been providing consulting, and training to several senior executives from public and private domains.