Unlock the essential concepts, theories, and frameworks for marketing in the digital age with this award-winning textbook, which explores the skills needed to thrive as an ethical, socially-conscious marketer in todayâ s ever-evolving digital landscape.
Unlock the essential concepts, theories, and frameworks for marketing in the digital age with this award-winning textbook, which explores the skills needed to thrive as an ethical, socially-conscious marketer in todayâ s ever-evolving digital landscape.
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
Inhaltsangabe
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
Part 1: The Marketing Environment Chapter 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
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
Part 1: The Marketing Environment Chapter 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
Rezensionen
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
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