Faculty in the marketing area at IIM Bangalore and researcher in the domains of digital marketing, social media and start-ups, Prof. Seema Gupta’s most recent book, Digital Marketing , published by McGraw Hill, was released early this week.
The book blends theory with practice and encompasses all important topics covered under the purview of digital and e-marketing.
It provides a detailed explanation of different marketing platforms such as Facebook, LinkedIn, Twitter, and Snapchat. It also discusses the varying nature of different platforms and imparts know-how and suitability of different marketing tools with respect to customer needs, tastes, and behavioural patterns.
The book starts from the basics of the subject area and extends the discussion to advanced topics such as optimising user experience, advanced SEO, optimising campaigns, webmercials, e- and m-marketing.
Supplemented with actual screenshots, cut-outs, case-studies and real-life examples, it makes the learning journey interactive and engaging, thereby offering value to marketing students and working professionals.
An educator, trainer and consultant in the field of digital marketing, Gupta has published papers in Public Relations Review , Corporate Reputation Review , Management Review and Decision . She has written cases on digital marketing and marketing strategy on The Park Hotels, Bosch, Volkswagen, Nielsen and Dainik Bhaskar , among others. Her cases have been published on Harvard Business School’s publishing portal.