Digital & Social Media Marketing

Digital Marketing and Social Media Marketing Book has emerged not merely as a supplementary channel but as the primary arena of competitive business strategy in the twenty-first century.

This textbook is designed to serve as a comprehensive guide for students pursuing undergraduate and postgraduate programmes in commerce, management, and allied disciplines. It systematically covers the conceptual foundations of digital marketing, the mechanics of content, affiliate, e-mail, mobile, and SMS marketing, and the strategic deployment of social media platforms including Facebook, Twitter, LinkedIn, Instagram, YouTube, Pinterest, and Quora.

The text is organised into four units spanning sixteen chapters. Each chapter opens with a clear exposition of core concepts, proceeds through well-structured sections and sub-sections enriched with real-world examples and illustrative figures, and concludes with a set of short and long answer type questions to reinforce learning. Key terms are woven contextually into the discussion to build a working vocabulary suited to industry and academic examinations alike.

The authors have endeavoured to balance theoretical rigour with practical applicability. References to Indian market contexts and globally relevant case examples are woven throughout the text to ensure that the reader appreciates both the universality and the local specificity of digital marketing principles.