Principles of Marketing for a Digital Age by Tracy L Tuten

Principles of Marketing for a Digital Age by Tracy L Tuten

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.

A key marketing textbook for students, academics and practitionersThis 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
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

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

SKU	Unavailable
ISBN 13	9781529779790
ISBN 10	1529779790
Title	Principles of Marketing for a Digital Age
Author	Tracy L Tuten
Condition	Unavailable
Binding Type	Paperback
Publisher	Sage Publications Ltd
Year published	2022-12-27
Number of pages	496
Cover note	Book picture is for illustrative purposes only, actual binding, cover or edition may vary.