Principles of Marketing for a Digital Age 2/e

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

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 Tuten's Principles of Marketing for a Digital Age offers a refreshing take on the marketing fundamentals textbook. The content is clear, well-organized, and up-to-date. Each chapter is packed with examples that connect core marketing concepts to their digital manifestations in contemporary marketing practice. This is a textbook that you can actually get students to read and find engaging. -- Daiane Scaraboto This refreshing book is ideal for those seeking to understand the core principles of marketing in the modern marketplace. The visual aids in this book do an excellent job of guiding the reader through the theories. -- Katie Louise Leggett