Maity, Moutusy (2017), Internet Marketing: A Practical Approach in the Indian Context, Oxford University Press (ISBN: 9780199469550)

Abstract

Internet Marketing is designed with the purpose of explaining the concepts of the subject, with elucidation and illustrations for readers who may be interested in obtaining an in-depth understanding of practical applications of these concepts in an India-specific context. This book also provides comparisons of ways online marketing is dealt with in developed countries in the West. This textbook is apt for students of MBA specializing in Marketing and/or taking an elective on Internet Marketing or Digital Marketing. The book presents an in-depth understanding of digital marketing that is essential for harnessing the marketing potential that this maturing medium offers. The opportunities, problems, tactics and strategies associated with incorporating the Internet into the marketing function are examined. This book delves into topics including search engine optimization, advertising on the Internet, social media marketing, social media analytics, e-mail marketing, mobile marketing, brand building, and Web analytics.

The book is divided into 7 sections. Section I, Internet Users and Usage in India gives an overview on the history of the Internet in India, its use and digital commerce. Section II, Search Engine Marketing discusses search engine optimization (SEO), and paid traffic including online advertising. Section III, Understanding the Consumer includes chapters on web analytics, and the online consumer. Section IV, Social Media Marketing and Social Media Analytics elaborates on the strategies used in the context of social media marketing, as well as discusses analyses of structured and unstructured data generated on social media. Section V, Mobile Marketing and E-Mail Marketing discusses mobile marketing, m-commerce and their adoption in India. Section VI, discusses Online Marketing Strategy, providing a holistic step-by-step roadmap to undertaking digital marketing. Section VII, concludes by Looking Ahead while laying out the existing challenges and emerging areas of opportunities surrounding Internet adoption in India.

Besides students, the book with its application-oriented approach would also be useful to marketing professionals.