Marketing Essentials for a Digital World

Scott Erickson, Charles A. Dana Professor and Chair of Marketing in the School of Business at Ithaca College, has published widely in the areas of big data and business analytics, intellectual capital, knowledge management, competitive intelligence, intellectual property and related areas that inform marketing strategy.

Each chapter of Prof. Erickson's critically important new Principles of Marketing textbook, Marketing Essentials for a Digital World, balances descriptions of the traditiona...