Digital Marketing and E-Commerce

The book consists of 3 parts a) introduction to digital marketing, b) introduction to e-commerce and c) introduction to mobile banking. The first part presents and discusses various aspects of digital marketing, including the concept of value, the convergence of industries and the business models it generates; and the transformation of the industry and describes the main changes. The second part focuses essentially on e-commerce and discusses its main concepts and, in the case of Mozambique and other African countries, discusses strategies for its popularisation and massification, highlighting the strategic role played by telephone and postal companies in Mozambique, Africa and the world. The last part discusses mobile banking and highlights the role of mobile banking initiated by mobile phone operators in financial inclusion. Digital marketing, as a marketing atmosphere, does not make human capital obsolete or change the mission of organisations, but is in itself an added value compared to the traditional way of doing things. This is the reason for the title "Digital Marketing and E-commerce: making life easier for people and organisations".