Principles of Marketing for a Digital Age by Tracy L. Tuten (English) Paperback

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From understanding markets, consumers and value to explaining the marketing mix and illustrating the roles of analytics, brand and customer experience today, this award-winning textbook introduces you to the essential concepts and tools for marketing in a digital age.

FORMATPaperback LANGUAGEEnglish CONDITIONBrand New Publisher Description

Winner of the TAA 2021 Most Promising New Textbook award!From understanding buyers to explaining the marketing mix, this award-winning textbook introduces everything you need to know about conducting successful marketing in a digital age.Student-led in its design and development and packed full of useful learning features, this second edition has been updated in line with key developments in the field and includes cutting-edge content on the implications of Covid-19 on consumer behaviour. Greater emphasis is placed on sustainability, diversity and inclusion, providing you with the tools to become a well-rounded and ethically minded marketer.The book also includes:* Over 30 case studies from companies across the globe, 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 initiative* A wide range of critical thinking questions that encourage you to reflect on real-world examples and scenarios.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.

Author Biography

Tracy L. Tuten is a professor of marketing at Sofia University, USA and author of several books including co-author of the award-winning textbook, Social Media Marketing. Her first book, Advertising 2.0: Social Media Marketing in a Web 2.0 World, was followed by others on using social media and digital marketing for the enterprise, and the book, Advertisers at Work, which features interviews with luminaries in the field.Dr. Tuten's publications have appeared in such journals as Journal of Marketing Communications, Psychology & Marketing, and Journal of Business Research. A two-time Fulbright Scholar, she frequently speaks around the world on marketing topics. She's been recognized with teaching awards at her respective institutions and with national awards, such as the O'Hara Leadership Award in Direct & Interactive Marketing Education. In 2013, she was inducted into the Incredible Women of ECU series, which highlights female graduates of East Carolina University who have reached exceptional levels of achievement in their respective careers.Follow her updates on Twitter @brandacity 

Table of Contents

Part 1: The Marketing EnvironmentChapter 1 Understanding MarketingChapter 2 Understanding BuyersPart 2: The Marketing ToolboxChapter 3 Segmentation, Targeting, and PositioningChapter 4 Marketing Research and AnalysisChapter 5 Marketing StrategyPart 3: The Marketing MixChapter 6 Creating Value: Products and ServicesChapter 7 Offering Value: PriceChapter 8 Distributing Value: PlaceChapter 9 Communicating Value: PromotionPart 4: The Marketing Long GameChapter 10 Extending Value: People, Process, and Presence in the Customer ExperienceChapter 11 Maintaining Value: Branding and Brand ManagementChapter 12 Managing Value: Analytics and Marketing Value Management Systems

Review

A key marketing textbook for students, academics and practitioners. This textbook is bursting with theoretical and practical insights structured around key marketing concepts, theories and frameworks applicable to online and offline settings and contexts. This text also includes an array of examples, case studies, questions, and reflections, which will strengthen academic learning and critical thinking. -- Dr Christopher PichTuten′s Principles of Marketing for a Digital Age offers a refreshing take on the marketing fundamentals textbook. The content is clear, well-organized, and up-to-date. Each chapter is packed with examples that connect core marketing concepts to their digital manifestations in contemporary marketing practice. This is a textbook that you can actually get students to read and find engaging. -- Daiane ScarabotoThis refreshing book is ideal for those seeking to understand the core principles of marketing in the modern marketplace. The visual aids in this book do an excellent job of guiding the reader through the theories.  -- Katie Louise Leggett

Review Quote

A key marketing textbook for students, academics and practitioners. This textbook is bursting with theoretical and practical insights structured around key marketing concepts, theories and frameworks applicable to online and offline settings and contexts. This text also includes an array of examples, case studies, questions, and reflections, which will strengthen academic learning and critical thinking.

Details ISBN1529779790 Author Tracy L. Tuten Pages 496 Language English Edition 2nd ISBN-10 1529779790 ISBN-13 9781529779790 Format Paperback Place of Publication London Country of Publication United Kingdom Year 2022 Publication Date 2022-12-27 NZ Release Date 2022-12-27 UK Release Date 2022-12-27 Edition Description 2nd Revised edition Replaces 9781526423344 Alternative 9781529779806 DEWEY 658.872 Audience Tertiary & Higher Education Publisher Sage Publications Ltd Imprint Sage Publications Ltd AU Release Date 2022-12-26 We've got this

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