Principles of Marketing for a Digital Age 2nd Edition
Tracy L. Tuten, B0B2WSXJ8F, 1529779790, 1529785553, 1529779804, 9781529779790, 9781529785555, 9781529779806, 978-1529779790, 978-1529785555, 9781-529779806, 978-1-5297-7980-6, 978-1-5297-7979-0
English | 2024 | Original PDF | 27 MB | 497 Pages
Principles of Marketing for a Digital Age introduces students to 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 readers with the skills needed 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.