Description
| Product ID: | 9781529779790 |
| Product Form: | Paperback / softback |
| Country of Manufacture: | GB |
| Title: | Principles of Marketing for a Digital Age |
| Authors: | Author: Tracy L. Tuten |
| Page Count: | 496 |
| Subjects: | Sales and marketing, Sales & marketing |
| Description: | Select Guide Rating From understanding markets, consumers and value to explaining the marketing mix and illustrating the roles of analytics, brand and customer experience today, this award-winning textbook introduces you to the essential concepts and tools for marketing in a digital age. 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 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. |
| Imprint Name: | Sage Publications Ltd |
| Publisher Name: | Sage Publications Ltd |
| Country of Publication: | GB |
| Publishing Date: | 2022-12-27 |
