Tracy L. Tuten
Principles of Marketing for a Digital Age
Principles of Marketing for a Digital Age
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This textbook, winner of the TAA 2021 Most Promising New Textbook award, provides comprehensive coverage of marketing in a digital age, with a strong focus on digital and social media marketing, and updated coverage of Covid-19's implications on consumer behavior. It includes over 30 case studies from global companies, a revamped 'Sustainability Spotlight' feature, and critical thinking questions. It is an essential guide for introductory marketing courses at college or university.
Format: Hardback
Length: 496 pages
Publication date: 27 December 2022
Publisher: SAGE Publications Ltd
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 test bank, 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.
Weight: 1220g
Dimension: 246 x 189 (mm)
ISBN-13: 9781529779806
Edition number: 2 Revised edition
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