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Principles of Marketing for a Digital Age

Principles of Marketing for a Digital Age

Second Edition

Other Titles in:
Electronic Marketing | Marketing

December 2022 | 496 pages | SAGE Publications Ltd
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.
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

Tracy L. Tuten

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... More About Author

For instructors