Principles of Marketing for a Digital Age - Tracy L. Tuten

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Principles of Marketing for a Digital Age

By: Tracy L. Tuten

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Hardcover | 27 December 2022 | Edition Number 2

At a Glance

Hardcover
496 Pages

Edition Type
Revised

Dimensions(cm)
25.5 x 19 x 3

Hardcover

RRP $408.00

$405.75

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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.

Industry Reviews

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 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 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

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