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Principles of Marketing for a Digital Age
Third Edition
- Tracy L. Tuten - Campbell University, Champlain College, Vermont, USA
Additional resources:
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
Click for online resources
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.
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.
Sample Materials & Chapters
Case Study: Neurons' Predict Revolutionizes Advertising Research with AI for Tro
Proof Chapter 6 Tuten POMDA 3e
