Principles of Marketing for a Digital Age - Softcover

Tuten, Tracy L.

 
9781526423344: Principles of Marketing for a Digital Age
Softcover
ISBN 10: 1526423340 ISBN 13: 9781526423344
Verlag: Sage Publications, 2020

Inhaltsangabe

Student-led in its design and development, the book incorporates digital marketing as central to what marketers do, and combines quality examples, assessment and online resources to support the teaching and learning of introductory marketing in a digital age. 

The author integrates digital and social media marketing throughout the chapters and through student involvement in the development of it, the text has been made to be approachable and to appeal to students, with infographics, numerous images, and an engaging writing style. It facilitates the “flipped” approach to classroom teaching and is supported by a number of features and activities in every chapter, encouraging students to undertake course reading, class participation and revision. It includes case studies from global companies such as Airbnb, Amazon, Apple, Burberry, eBay, Etsy, Google, IKEA, Nespresso, Netflix, Nike and Uber. It also takes a social view of marketing, featuring cases tied to the UN’s PRME initiative to aid students in becoming sustainably-minded individuals.  

The book is complemented by online instructor resources, including chapter-specific PowerPoint slides, an instructor manual, flipped classroom activities, as well as open access multiple choice questions (with solutions), videos, case studies, web links, a glossary and American Marketing Association (AMA) journal articles for students. 

 

 

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Über die Autorin bzw. den Autor

Dr. Tracy L. Tuten is a Vice President of Research at Illuminas, where she consults with the world’s leading technology brands. A globally recognized authority in marketing strategy and market research, Dr. Tuten brings decades of experience as an educator, researcher, and consultant to her work. Her academic background includes a Ph.D. in Marketing, and she has served as a two-time Fulbright Scholar, sharing her expertise at universities in Korea and Argentina.

Dr. Tuten’s research has been published in leading journals, including Psychology & Marketing, the Journal of Business Research, and Industrial Marketing Management. She is the author of several acclaimed books, including the award-winning textbook Social Media Marketing (now in its 5th edition), recognized with the Textbook Excellence Award by the Textbook & Academic Authors Association. Her portfolio also includes Advertisers at Work, a collection of interviews with luminaries in the advertising industry, and pioneering texts on digital advertising and e-commerce. As a consultant, Dr. Tuten has advised leading global brands such as Samsung, Adobe, Dell Technologies, and the New York Times, offering expertise in areas such as branding, consumer behavior, and digital marketing strategy.

She remains active in the academic community by teaching at Champlain College, where she continues to share her knowledge and inspire future marketing professionals. Her numerous accolades include the O’Hare Leadership Award in Direct and Interactive Marketing Education, as well as recognition as a Social Media Master by Ad:Tech. Dr. Tuten’s unique blend of academic rigor and practical expertise ensures her contributions remain invaluable in shaping the next generation of marketers.

Follow her updates on X: @brandacity

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This book was truly student-led in its design and development, and it incorporates digital marketing as central to what marketers do. It's a total package of resources, that combines quality examples, assessment and online resources to support the teaching and learning of introductory marketing modules in a digital age.

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Verlag
Sage Publications
Erscheinungsdatum
2020
Sprache
Englisch
ISBN 10 
1526423340
ISBN 13 
9781526423344
Einband
Taschenbuch
Auflage
1
Anzahl der Seiten
466
Kontakt zum Hersteller
Nicht verfügbar
Verantwortliche Person
Nicht verfügbar

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ISBN 10:  1526423332 ISBN 13:  9781526423337
Verlag: SAGE Publications Ltd, 2020
Hardcover