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Staying true to its former, Fundamentals of Digital Marketing, second edition, is an honest attempt to capture and showcase the evolving Indian landscape of digital marketing to an audience that had for long viewed this academic field from an external (non-Indian) lens or through the eyes of online training modules without delving into the building blocks that constitute this multi-disciplinary area of study. This text will be of great interest to students, professors, readers, and entrepreneurs as it brings forth a pedagogical, framework-driven approach mostly lacking across academic and corporate circuits. Features:• Inclusion of Practical Exercises across digital marketing assessment and strategy phases including consumer analysis, market trend assessment, and competitive research• Implementation exercises on developing owned media and earned presence along with executing paid promotions• Project brief towards understanding and implementing multiple marketing analytics techniques deployed across the digital marketing landscape• Introduction of a new section on Google Analytics (GA) to help upcoming marketers gain a view of why GA is one of the most preferred analytics tools for marketers to understand website actions, engage better with visitors and analyze campaign data• Inclusion of digital marketing trends (that gained prominence in 2018) including voice marketing, micro-influencers, GDPR, growth hacking and conversion rate optimizationTable of Contents:UNIT I: BASICS OF DIGITAL MARKETINGChapter 1: Introduction to Digital MarketingChapter 2: Digital Marketing Models CreationChapter 3: The Consumer for Digital MarketingUNIT II: DIGITAL MARKETING STRATEGY DEVELOPMENTChapter 4: Digital Marketing Assessment PhaseChapter 5: Digital Marketing Strategy DefinitionUNIT III: DIGITAL MARKETING PLANNING AND SETUPChapter 6: Digital Marketing Communications and Channel MixChapter 7: Digital Marketing Operations Set-upUNIT IV: DIGITAL MARKETING EXECUTIONChapter 8: Digital Marketing Campaign ManagementChapter 9: Digital Marketing Execution ElementsUNIT V: DIGITAL BUSINESS - PRESENT AND FUTUREChapter 10: Digital Marketing-Landscape and Emerging AreasChapter 11: A Career in Digital Marketing