Principles of marketing for a digital age / Tracy L. Tuten.

Includes bibliographical references (pages 406-449) and index

Part 1: The marketing environment. Understanding marketing ; Understanding buyers. -- Part 2: The marketing toolbox. Segmentation, targeting, and positioning ; Marketing research and analysis ; Marketing strategy. -- Part 3: The marketing mix. Creative value: products and services ; Offering value: price ; Distributing value: place ; Communicating value: promotion. -- Part 4: The marketing long game. Extending value: people, process, and presence in the customer experience ; Maintaining value: branding and brand management ; Managing value: analytics and marketing value management systems.

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�E�� real, Netflix, Airbnb, BirchBox, Uber, FitBit, Visit California and Coca-Cola. -- From product description.