Big Data: A Road-Map for Successful Digital Marketing

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Amandeep Singh, PhD – Professor, Chitkara Business School, Chitkara University, Punjab, India
Sandhir Sharma, PhD – Professor, Chitkara Business School, Chitkara University, Punjab, India
Jyoti Verma – Chitkara Business School, Chitkara University, Punjab, India

Series: Marketing and Operations Management Research
BISAC: BUS043010; BUS043020; BUS043040
DOI: https://doi.org/10.52305/QEDK4330

Every business organization, small or big, needs valuable data and insights. When it comes to understanding your target audience and customer’s preferences, big data plays a very important role. It even helps you anticipate their needs. The right data needs to be effectively presented and properly analyzed. It can help a business organization achieve various goals. Data plays a huge role in understanding valuable insights about target demographics and customer preferences. From every interaction with technology, regardless of whether it’s active or passive, we are creating new data that can describe us. With data being captured through products, video cameras, credit cards, cell phones, and other touchpoints, our data profile is growing exponentially. If analyzed correctly, these data points can explain a lot about our behavior, personalities, and life events. Companies can leverage these insights for product improvements, business strategy, and marketing campaigns to cater towards the target customers. With this focus in mind, this book is proposed that will help the digital marketers to understand the Big Data in a better way and to get a meaning full information out of that. This book is comprised of 16 chapters. Each chapter tries to cover the various aspects on Big Data in order to achieve marketing effectiveness.

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Table of Contents

Preface

Chapter 1. Four Cases on Marketing Strategies Adopted by Companies During COVID-19
Simerjeet Singh Bawa1 and Kirti Prashar2
1Professor, Management, Himalayan Group of Professional Institution, Kala-Amb, Himachal Pradesh, India
2Assistant Professor, Management, CBSA, Chandigarh Group of Colleges, Landran, Mohali, India

Chapter 2. The Role of Digital Marketing in Reshaping Financial Services
Sanjay Taneja1, Mukul2, Neha Bansal3 and Amandeep Singh4
1Associate Professor, USB-BBA, Chandigarh University, Mohali, India
2Assistant Professor, USB-Commerce, Chandigarh University, Mohali, India
3Research Scholar, USB, Chandigarh University, Mohali, India
4Chitkara Business School, Chitkara University, Punjab, India

Chapter 3. A Study on the Impact and Importance of Digital Marketing
Simerjeet Singh Bawa1, PhD, Kirti Prashar2, PhD and Sachin Sudan3, PhD
1Professor, Himalayan Group of Professional Institutions, Kala-Amb, India
2Assistant Professor, Chandigarh Group of Colleges, Landran, India
3Assistant Professor Himalayan Group of Professional Institutions, Kala-Amb, India

Chapter 4. Accounting in the Demesne of Big Data, Data Analytics and Artificial Intelligence in Industrial Revolution 5.0: Applications, Challenges and Opportunities
Ram Singh1, PhD, Vyomkesh Bhatt2 and Rohit Bansal3, PhD
1Professor, MM Institute of Management, Maharishi Markandeshwar (Deemed to be University), Mullana-Ambala, India
2Assistant Professor, Department of Management Studies, GL Bajaj Institute of Technology and Management, Noida, India
3Associate Professor, Department of Management Studies, Vaish College of Engineering, Rohtak, India

Chapter 5. Employee Productivity Augmentation Using Human Capital Analytics
Devesh Bathla1, PhD and Raina Ahuja2
1Chitkara Business School, Chitkara University, Punjab, India
2Department of Education, Kurukshetra University, Kurukshetra, Haryana, India

Chapter 6. The Impact of Big Data on Mobile Marketing
Divya Bansal1, PhD and Abhinash Kumar2
1Assistant Professor, Amity University Online, Amity University, Noida, India
2Director, Amity University Online, Amity University, Noida, India

Chapter 7. Recent Trends in Big Data and Digital Marketing, and Their Impact on Businesses
Sheetal, Jyoti Verma, PhD and Amandeep Singh, PhD
Chitkara Business School, Chitkara University, Punjab, India

Chapter 8. The Role of Big Data in Predicting Consumer Behavior
R. V. Siva Balan, PhD and P. Kalpana, PhD
Department of Computer Science, CHRIST (Deemed to be University), Bangalore, Karnataka, India

Chapter 9. Context Aware Computing
Reepu1
Sanjay Taneja1, PhD and Amandeep Singh2
1USB-BBA, Department of Management, Chandigarh University, Punjab, India
2Chitkara Business School, Chitkara University, Punjab, India

Chapter 10. A Review-Based Study of Successful Negotiations
Harreet Kaur and Rashmi Aggarwal
Chitkara Business School, Chitkara University, Punjab, India

Chapter 11. The Role of Digital Marketing in Financial Services
Priya Jindal, Mandeep, Anshika and Simriti
Chitkara Business School, Chitkara University, Punjab, India

Chapter 12. Stretching Beyond Big Data for Successful Digital Marketing
Sasirekha Venkatesan1, Viswanathan Ramasamy2 and Jamal Mohamed Zubair3
1Professor, Management Studies, Sri Sai Ram Engineering College, Chennai, India
2Professor, Department of CSE, Koneru Lakshmaiah Education Foundation, Guntur, India
3Assistant Professor, Management, MEASI Institute of Management Studies, Chennai, India

Index


Editor’s ORCID iD

Amandeep Singh: 0000-0002-0970-5467
Sandhir Sharma:  0000-0002-3940-8236
Jyoti Verma:  0000-0002-7559-4312

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