Principles of Marketing for a Digital Age (Second Edition)

By Tracy L. Tuten

Winner of the TAA 2021 Most Promising New Textbook award

This award-winning textbook introduces you to all 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 you with the skills you will need 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.

Tracy L. Tuten is a professor of marketing at Sofia University, USA.

• Format: Hardcover
• Language: English
• ISBN: 1529779804
• ISBN13: 9781529779806
• Release Date: January 2023
• Publisher: Sage Publications Ltd
• Length: 496 Pages
• Weight: 2.68 lbs.
• Dimensions: 1.1" x 7.4" x 9.7"