Tracy L. Tuten

Principles of Marketing for a Digital Age

• Broschiertes Buch

Produktbeschreibung

Student-led in its design and development, the book incorporates digital marketing as central to what marketers do, and combines quality examples, assessment and online resources to support the teaching and learning of introductory marketing in a digital age.

The author integrates digital and social media marketing throughout the chapters and through student involvement in the development of it, the text has been made to be approachable and to appeal to students, with infographics, numerous images, and an engaging writing style. It facilitates the flipped approach to classroom teaching and is supported by a number of features and activities in every chapter, encouraging students to undertake course reading, class participation and revision. It includes case studies from global companies such as Airbnb, Amazon, Apple, Burberry, eBay, Etsy, Google, IKEA, Nespresso, Netflix, Nike and Uber. It also takes a social view of marketing, featuring cases tied to the UN s PRME initiative to aid students in becoming sustainably-minded individuals.

The book is complemented by online instructor resources, including chapter-specific PowerPoint slides, an instructor manual, flipped classroom activities, as well as open access multiple choice questions (with solutions), videos, case studies, web links, a glossary and American Marketing Association (AMA) journal articles for students.

Produktdetails

• Verlag: Sage Publications
• Artikelnr. des Verlages: 95603667
• Seitenzahl: 496
• Erscheinungstermin: 6. April 2022
• Englisch
• Abmessung: 25mm x 192mm x 246mm
• Gewicht: 1074g
• ISBN-13: 9781526423344
• Artikelnr.: 56880919

Inhaltsangabe

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 and Planning
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 Through Branding and Brand Management
Chapter 12: Managing Value: Analytics and Marketing Value Management Systems

Rezensionen

This much needed textbook comes at a vital time for marketing educators who are struggling to find pedagogical content that matches today's marketing environment. Packed with examples and cases, it is also succinct and clearly written to engage students. A must have for instructors and their classes.

Svend Hollensen

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. Dr Christopher Pich