Description
Unlock the essential concepts, theories, and frameworks for marketing in the digital age with this award-winning textbook. Fully updated, it explores the skills needed to thrive as an ethical, socially-conscious marketer in today’s ever-evolving digital landscape.
This third edition brings you:
- Brand-new case studies from global companies across a variety of industries, including Bang & Olufsen, Oatly, Tesla and Carrefour
- New and updated Sustainability Spotlight boxes, which align with the UN’s Principles for Responsible Management Education (PRME) initiative
- Cutting-edge content covering the latest advancements in AI and its growing role in marketing strategies
Instructors have access to a comprehensive set of online resources, including a full Teaching Guide, as well as PowerPoints and Testbanks for each chapter.
Principles of Marketing for a Digital Age is your essential guide to marketing as part of an introductory marketing course at college or university.
Table of Contents
Part I: The Marketing Environment
Chapter 1: Understanding Marketing
Chapter 2: Understanding Buyers
Part II: The Marketing Toolbox
Chapter 3: Segmentation, Targeting, and Positioning
Chapter 4: Marketing Research and Analysis
Chapter 5: Marketing Strategy
Part III: 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 IV: 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
