Principles of Marketing for a Digital Age

by Tracy L. Tuten

Overview

From understanding markets, consumers and value to explaining the marketing mix and illustrating the roles of analytics, brand and customer experience today, this award-winning textbook introduces you to the essential concepts and tools for marketing in a digital age.

Product Details

ISBN-13:	9781529779790
Publisher:	SAGE Publications
Publication date:	01/19/2023
Edition description:	Second Edition
Pages:	496
Product dimensions:	7.44(w) x 9.68(h) x (d)

About the Author

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

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

Editorial Reviews

Tuten's Principles of Marketing for a Digital Age offers a refreshing take on the marketing fundamentals textbook. The content is clear, well-organized, and up-to-date. Each chapter is packed with examples that connect core marketing concepts to their digital manifestations in contemporary marketing practice. This is a textbook that you can actually get students to read and find engaging.

Daiane Scaraboto

This refreshing book is ideal for those seeking to understand the core principles of marketing in the modern marketplace. The visual aids in this book do an excellent job of guiding the reader through the theories.

Katie Louise Leggett

A key marketing textbook for students, academics and practitioners. This textbook is bursting with theoretical and practical insights structured around key marketing concepts, theories and frameworks applicable to online and offline settings and contexts. This text also includes an array of examples, case studies, questions, and reflections, which will strengthen academic learning and critical thinking.

Dr Christopher Pich

Overall, there aren’t any chapters, which are not useful, as the theoretical foundations this text aims to impart are helpful in understanding the essential principles and elements to marketing. In particular, I like the emphasis of ‘marketing within in the digital age’, as it aligns with what students expect to see in a marketing text.

Ann Torres

I wish I had this text book when I started my university education many moons ago – it could have developed my critical thinking earlier in my academic journey. This text will be a must-have for all first year marketing students and a useful guide for staff and students. Overall, an excellent, first-rate text book for first year university students…this text should be adopted by first year students and kept for all levels of study as a core guide to the key concepts, theories and frameworks within marketing.

Christopher Pich

Principles of Marketing for a Digital Age, as Winner of the TAA 2020 Most Promising New Textbook Award is a wonderful introduction for an aspiring marketer that rightfully places the customers and their needs as the primary focal point for the inception of any marketing strategy.

Judges Panel

At last, marketing educators will have a marketing principles textbook that truly integrates digital implications affecting marketing activities, the offers brought to market, and buyer behavior. Students will delight in the emphasis on cutting-edge technologies woven seamlessly alongside the foundations of marketing. Every chapter features a plethora of examples and cases and a variety of settings such as powerhouse to niche brands from around the world. Plus instructors will love the "flipped classroom" lesson plans in the Instructor's Manual - ready and easy to use.

Jikyeong Kang

This much needed textbook comes at a vital time for marketing educators who are struggling to find pedagogical content that matches today's marketing environment. Packed with examples and cases, it is also succinct and clearly written to engage students. A must have for instructors and their classes.

Svend Hollensen

The fact that the book is built by the students for the students really makes it a unique and insightful experience [...] staying up to date with practices and trends is the key to tackling digital marketing and with this handy guide to help you can't go wrong!

Monique Gordon

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.

Clarisse Mauduit