Principles of Marketing for a Digital Age 2/e

Winner of the TAA 2021 Most Promising New Textbook award! From understanding buyers to explaining the marketing mix, this award-winning textbook introduces everything you need to know about conducting successful marketing in a digital age. Student-led in its design and development and packed full of useful learning features, this second edition has been updated in line with key developments in the field and includes cutting-edge content on the implications of Covid-19 on consumer behaviour. Greater emphasis is placed on sustainability, diversity and inclusion, providing you with the tools to become a well-rounded and ethically minded marketer. The book also includes: * Over 30 case studies from companies across the globe, 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 initiative * A wide range of critical thinking questions that encourage you to reflect on real-world examples and scenarios. 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.