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- 496 pages
- English
- ePUB (mobile friendly)
- Available on iOS & Android
Principles of Marketing for a Digital Age
Tracy L. Tuten
About This Book
Student-led in its design and development, the book incorporates digital marketing as central to what marketers do, and combines quality examples, assessment and online resources to support the teaching and learning of introductory marketing in a digital age. The author integrates digital and social media marketing throughout the chapters and through student involvement in the development of it, the text has been made to be approachable and to appeal to students, with infographics, numerous images, and an engaging writing style. It facilitates the "flipped" approach to classroom teaching and is supported by a number of features and activities in every chapter, encouraging students to undertake course reading, class participation and revision.It includes case studies from global companies such as Airbnb, Amazon, Apple, Burberry, eBay, Etsy, Google, IKEA, Nespresso, Netflix, Nike and Uber. It also takes a social view of marketing, featuring cases tied to the UN's PRME initiative to aid students in becoming sustainably-minded individuals. The book is complemented by online instructor resources, including chapter-specific PowerPoint slides, an instructor manual, flipped classroom activities, as well as open access multiple choice questions (with solutions), videos, case studies, web links, a glossary and American Marketing Association (AMA) journal articles for students.
Frequently asked questions
Table of contents
- Cover
- Half Title
- Publisher Note
- Title Page
- Copyright Page
- Brief Contents
- Contents
- List of Figures and Tables
- How to use this textbook POMDA Study Group
- About the Author
- Foreword
- Acknowledgements
- Abbreviations
- Endorsements
- Part I The Marketing Environment
- Chapter 1 Understanding Marketing
- Chapter 2 Understanding Buyers
- Part II The Marketing Toolbox
- Chapter 3 Segmentation, Targeting, and Positioning
- Chapter 4 Marketing Research and Analysis
- Chapter 5 Marketing Strategy
- Part III The Marketing Mix
- Chapter 6 Creating Value: Products and Services
- Chapter 7 Offering Value: Price
- Chapter 8 Distributing Value: Place
- Chapter 9 Communicating Value: Promotion
- Part IV The Marketing Long Game
- Chapter 10 Extending Value: People, Process, and Presence in the Customer Experience
- Chapter 11 Maintaining Value: Branding and Brand Management
- Chapter 12 Managing Value: Analytics and Marketing Value Management Systems
- References
- Index