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

Principles of Marketing for a Digital Age

Autor Tracy L. Tuten
en Limba Engleză Paperback – dec 2025
Unlock the essential concepts, theories, and frameworks for marketing in the digital age with this award-winning textbook, which explores the skills needed to thrive as an ethical, socially-conscious marketer in today’s ever-evolving digital landscape.
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Specificații

ISBN-13: 9781036201098
ISBN-10: 1036201090
Pagini: 496
Dimensiuni: 190 x 245 x 26 mm
Greutate: 1.05 kg
Ediția:Third Edition
Editura: SAGE Publications Ltd

Recenzii

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.

Cuprins

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

Notă biografică

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 world on marketing topics. She¿s been recognized with teaching awards at her respective institutions and with national awards, such as the O¿Hara Leadership Award in Direct & Interactive Marketing Education. In 2013, she was inducted into the Incredible Women of ECU series, which highlights female graduates of East Carolina University who have reached exceptional levels of achievement in their respective careers.

Follow her updates on Twitter @brandacity