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Principles of Marketing for a Digital Age
By: Tracy L. Tuten
Paperback | 27 March 2023 | Edition Number 2
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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
ISBN: 9781529779790
ISBN-10: 1529779790
Published: 27th March 2023
Format: Paperback
Language: English
Number of Pages: 496
Audience: College, Tertiary and University
Publisher: SAGE PUBLICATIONS
Country of Publication: GB
Edition Number: 2
Edition Type: Revised
Dimensions (cm): 25 x 18.5 x 3
Weight (kg): 1.1
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