000			02925nam a22002057a 4500
005			20241219185030.0
008			241218b |||||||| |||| 00| 0 eng d
020			_a9781529779790
082			_a658.8 _bTUT
100			_aTuten, Tracy L _97177
245			_aPrinciples of marketing for a digital age
250			_a2nd
260			_bSage Publication Pvt Ltd _aLondon _c2024
300			_axxiii, 472 p.
365			_aGBP _b49.99
500			_aTable of content: 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 [https://us.sagepub.com/en-us/nam/principles-of-marketing-for-a-digital-age/book278927#contents]
520			_aWinner 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. (https://us.sagepub.com/en-us/nam/principles-of-marketing-for-a-digital-age/book278927)
650			_aInternet marketing
942			_cBK _2ddc
999			_c7920 _d7920