Principles of Marketing for a Digital Age
eBook - ePub
No longer available

Principles of Marketing for a Digital Age

  1. 496 pages
  2. English
  3. ePUB (mobile friendly)
  4. Available on iOS & Android
eBook - ePub
No longer available

Principles of Marketing for a Digital Age

About this book

Winner of the TAA 2021 Most Promising New Textbook award! This award-winning textbook introduces you to all the essential concepts and tools for marketing in a digital age. The new second edition retains a strong focus on digital and social media marketing, and has been updated to include cutting-edge coverage on the implications of Covid-19 on consumer behavior. Greater emphasis has been placed on sustainability, diversity and inclusion, providing you with the skills you will need to become an ethical and socially-minded marketer. The new edition also includes: •Over 30 case studies from global companies, including Netflix, Amazon, Zara, Tony's Chocolonely, Nissan, and Airbnb
•A revamped 'Sustainability Spotlight' feature in every chapter that aligns with the UN's Principles for Responsible Management Education (PRME) initiative
•A wide range of critical thinking questions that encourage you to reflect on real-world examples and scenarios. This textbook is your essential guide to marketing as part of an introductory marketing course at college or university. Principles of Management for a Digital Age is accompanied by online resources for instructors, including PowerPoints, a testbank, selected content from SAGE Business Cases and a teaching guide containing lecture objectives, chapter outlines, activities and discussion questions. Students can access additional video content and further reading for each chapter. Tracy L. Tuten is a professor of marketing at Sofia University, USA.

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Yes, you can access Principles of Marketing for a Digital Age by Tracy L. Tuten in PDF and/or ePUB format, as well as other popular books in Business & Marketing. We have over one million books available in our catalogue for you to explore.

Information

Publisher
SAGE Publications Ltd
Year
2022
Print ISBN
9781529779806
eBook ISBN
9781529787535
Edition
2
Topic
Business
Subtopic
Marketing
Index
Business

Table of contents

  1. Cover
  2. Title Page
  3. Copyright Page
  4. Brief Contents
  5. Contents
  6. Online Resources
  7. Case Studies and Examples
  8. List of Figures and Tables
  9. About the Author
  10. Foreword
  11. Acknowledgments
  12. Abbreviations
  13. Endorsements
  14. Part I The Marketing Environment
  15. Chapter 1 Understanding Marketing
  16. Chapter 2 Understanding Buyers
  17. Part II The Marketing Toolbox
  18. Chapter 3 Segmentation, Targeting, and Positioning
  19. Chapter 4 Marketing Research and Analysis
  20. Chapter 5 Marketing Strategy
  21. Part III The Marketing Mix
  22. Chapter 6 Creating Value: Products and Services
  23. Chapter 7 Offering Value: Price
  24. Chapter 8 Distributing Value: Place
  25. Chapter 9 Communicating Value: Promotion
  26. Part IV The Marketing Long Game
  27. Chapter 10 Extending Value: People, Process, and Presence in the Customer Experience
  28. Chapter 11 Maintaining Value: Branding and Brand Management
  29. Chapter 12 Managing Value: Analytics and Marketing Value Management Systems
  30. References
  31. Index