Learn How Wiley is Aiding the Global Community in Response to COVID-19


Sanjay Mohapatra, Suman Kumar Kanth

ISBN: 9788126542000

204 pages

eBook also available for institutional users 

INR 519


The distinctive feature of the book is its focus on Internet-based e-market orientation as a substitute to the traditional marketing concepts. However, while still being focused on the 4Ps concept, it describes short- and long-term approaches for designing e-marketing strategy. The book emphasizes the roles of cross-functional departments, online market actors, distributors, competitors, influencers, and other stakeholders while developing market relations and enhancing value proposition to customers.


• Product Design for Online Channel

• Future Trend in Digital Marketing

• e-Branding as Strategy

• Interactive Direct Marketing

• Managing Multiple Sales and Marketing Channels

• Adding Value to Sales

• Mastering Networks of Partners, Media, and Middlemen

• Building Customer Care Systems

• Buying Outside Services