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Principles of Marketing for a Digital Age

by Tracy L. Tuten SAGE Publications Ltd
Pub Date:
Pbk 496 pages
AU$125.00 NZ$129.57
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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 Nutella, Google, L’Oreal, Netflix, Airbnb, BirchBox, Uber, FitBit, Visit California and Coca-Cola. 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, weblinks, a glossary and SAGE journal articles for students.

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 and Planning


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 Through Branding and Brand Management


Chapter 12: Managing Value: Analytics and Marketing Value Management Systems

I recommend this book as it is a good way to understand some basic principles of marketing. Its various case studies, schemas and its light colours make it more enjoyable and easier to read. 

Tracy L. Tuten, Ph.D., is a professor of marketing and author of several books including co-author of the award-winning textbook, Social Media Marketing. Her first book, Advertising 2.0: Social Media Marketing in a Web 2.0 World, was followed by others on using social media and digital marketing for the enterprise, and the book, Advertisers at Work, which features interviews with luminaries in the field. Dr. Tuten’s publications have appeared in such journals as Journal of Marketing Communications, Psychology & Marketing, and Journal of Business Research. A two-time Fulbright Scholar, she frequently speaks around the world on marketing topics. She’s been recognized with teaching awards at her respective institutions and with national awards, such as the O’Hara Leadership Award in Direct & Interactive Marketing Education. In 2013, she was inducted into the Incredible Women of ECU series, which highlights female graduates of East Carolina University who have reached exceptional levels of achievement in their respective careers.