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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.
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.
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
| Erscheinungsjahr: | 2022 |
|---|---|
| Fachbereich: | Werbung & Marketing |
| Genre: | Importe, Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Inhalt: | Kartoniert / Broschiert |
| ISBN-13: | 9781529779790 |
| ISBN-10: | 1529779790 |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: | Tuten, Tracy L. |
| Auflage: | 2nd Edition |
| Hersteller: | Sage Publications Ltd. |
| Verantwortliche Person für die EU: | Libri GmbH, Europaallee 1, D-36244 Bad Hersfeld, gpsr@libri.de |
| Maße: | 187 x 242 x 27 mm |
| Von/Mit: | Tracy L. Tuten |
| Erscheinungsdatum: | 27.12.2022 |
| Gewicht: | 1,078 kg |
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
| Erscheinungsjahr: | 2022 |
|---|---|
| Fachbereich: | Werbung & Marketing |
| Genre: | Importe, Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Inhalt: | Kartoniert / Broschiert |
| ISBN-13: | 9781529779790 |
| ISBN-10: | 1529779790 |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: | Tuten, Tracy L. |
| Auflage: | 2nd Edition |
| Hersteller: | Sage Publications Ltd. |
| Verantwortliche Person für die EU: | Libri GmbH, Europaallee 1, D-36244 Bad Hersfeld, gpsr@libri.de |
| Maße: | 187 x 242 x 27 mm |
| Von/Mit: | Tracy L. Tuten |
| Erscheinungsdatum: | 27.12.2022 |
| Gewicht: | 1,078 kg |
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