Principles of Marketing for a Digital Age

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.

List of contents

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

About the author

Dr. Tracy L. Tuten is a Vice President of Research at Illuminas, where she consults with the world’s leading technology brands. A globally recognized authority in marketing strategy and market research, Dr. Tuten brings decades of experience as an educator, researcher, and consultant to her work. Her academic background includes a Ph.D. in Marketing, and she has served as a two-time Fulbright Scholar, sharing her expertise at universities in Korea and Argentina.

Dr. Tuten’s research has been published in leading journals, including Psychology & Marketing, the Journal of Business Research, and Industrial Marketing Management. She is the author of several acclaimed books, including the award-winning textbook Social Media Marketing (now in its 5th edition), recognized with the Textbook Excellence Award by the Textbook & Academic Authors Association. Her portfolio also includes Advertisers at Work, a collection of interviews with luminaries in the advertising industry, and pioneering texts on digital advertising and e-commerce. As a consultant, Dr. Tuten has advised leading global brands such as Samsung, Adobe, Dell Technologies, and the New York Times, offering expertise in areas such as branding, consumer behavior, and digital marketing strategy.

She remains active in the academic community by teaching at Champlain College, where she continues to share her knowledge and inspire future marketing professionals. Her numerous accolades include the O’Hare Leadership Award in Direct and Interactive Marketing Education, as well as recognition as a Social Media Master by Ad:Tech. Dr. Tuten’s unique blend of academic rigor and practical expertise ensures her contributions remain invaluable in shaping the next generation of marketers.

Follow her updates on X: @brandacity 

Summary

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.

Report

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

Product details

• Authors: Tracy L. Tuten, Tracy L. L. Tuten
• Publisher: Sage Publications Ltd
• Languages: English
• Product format: Paperback / Softback
• Released: 28.02.2023
• EAN: 9781529779790
• ISBN: 978-1-5297-7979-0
• No. of pages: 496
• Subjects: Social sciences, law, business > Business > Advertising, marketing; BUSINESS & ECONOMICS / Marketing / General, Sales & marketing, Sales and marketing, For undergraduate education and equivalents, Textbook, coursework