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Principles of Marketing for a Digital Age

Third Edition

Tracy L. Tuten - Campbell University, Champlain College, Vermont, USA

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Other Titles in:
Electronic Marketing | Marketing (General)

November 2025 | 496 pages | SAGE Publications Ltd

Unlock the essential concepts, theories, and frameworks for marketing in the digital age with this award-winning textbook. Fully updated, it explores the skills needed to thrive as an ethical, socially-conscious marketer in today’s ever-evolving digital landscape.

This third edition brings you:

Brand-new case studies from global companies across a variety of industries, including Bang & Olufsen, Oatly, Tesla and Carrefour
New and updated Sustainability Spotlight boxes, which align with the UN’s Principles for Responsible Management Education (PRME) initiative
Cutting-edge content covering the latest advancements in AI and its growing role in marketing strategies

Instructors have access to a comprehensive set of online resources, including a full Teaching Guide, as well as PowerPoints and Testbanks for each chapter.

Principles of Marketing for a Digital Age is your essential guide to marketing as part of an introductory marketing course at college or university.

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

Supplements

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Teaching Guide containing lecture objectives, chapter outlines, teaching tips, suggested YouTube videos, and TedEd Flip That Class! resources featuring lesson plans, as well as videos and activities that can be assigned ahead of class.
PowerPoints highlighting key topics and visuals from the book, which can be used in classroom presentations and lectures.
Testbanks that can be used in exams and uploaded to your university’s online learning platform.
LMS/VLE Download enabling you to easily upload all instructor resources into your university’s online learning platform and customize the content as required.

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