Principles of Marketing for a Digital Age
(Sprache: Englisch)
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.
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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.
Inhaltsverzeichnis zu „Principles of Marketing for a Digital Age “
Part 1: The Marketing EnvironmentChapter 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
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: Branding and Brand Management
Chapter 12 Managing Value: Analytics and Marketing Value Management Systems
Autoren-Porträt von Tracy L. Tuten
Tracy L. Tuten is a professor of marketing at Sofia University, USA 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.
Follow her updates on Twitter @brandacity
Bibliographische Angaben
- Autor: Tracy L. Tuten
- 2022, 2nd Edition, XXIII, 472 Seiten, Maße: 24,2 x 18,7 cm, Kartoniert (TB), Englisch
- Verlag: Sage Publications Ltd.
- ISBN-10: 1529779790
- ISBN-13: 9781529779790
- Erscheinungsdatum: 27.12.2022
Sprache:
Englisch
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