Principles of Marketing for a Digital Age

Winner of the TAA 2021 Most Promising New Textbook award!\nThis award-winning textbook introduces you to all the essential concepts and tools for marketing in a digital age.\nThe 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.\nThe new edition also includes:\n• 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.\nThis textbook is your essential guide to marketing as part of an introductory marketing course at college or university.\nPrinciples 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.\nTracy L. Tuten is a professor of marketing at Sofia University, USA.