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Principles of Marketing for a Digital Age

Principles of Marketing for a Digital Age

Second Edition
  • Tracy L. Tuten - Campbell University, Champlain College, Vermont, USA
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December 2022 | 496 pages | SAGE Publications Ltd
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.
Part 1: The Marketing Environment
Chapter 1 Understanding Marketing
Chapter 2 Understanding Buyers
Part 2: The Marketing Toolbox
Chapter 3 Segmentation, Targeting, and Positioning
Chapter 4 Marketing Research and Analysis
Chapter 5 Marketing Strategy
Part 3: 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 4: 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

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 Pich
Senior Lecturer in Marketing, Nottingham Business School, Nottingham Trent University

Tuten'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 Scaraboto
Associate Professor of Marketing, The University of Melbourne

This 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
Marketing Lecturer, Anglia Ruskin University

It gives great case studys for student to better understand the theories. Used for the first year students.

Miss Urszula Janina Fikowska
Hertfordshire Business School, Hertfordshire University
June 28, 2024

This book provides a unique insight for the course as not many other books look at the other elements of the marketing mix. Most Digital marketing books focus on communication and strategy

Mrs Helen Pugh
Aston Business School, Aston University
December 12, 2023

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ISBN: 9781529779790

ISBN: 9781529779806

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