Winner of the TAA 2021 Most Promising New Textbook award!This award-winning textbook introduces you to all the essential concepts and tools for marketing in a digital age.The new second edition retains a strong focus on digital and social media marketing, and has been updated to include cutting-edge coverage on the implications of Covid-19 on consumer behavior. Greater emphasis has been placed on sustainability, diversity and inclusion, providing you with the skills you will need to become an ethical and socially-minded marketer.The new edition also includes:. Over 30 case studies from global companies, including Netflix, Amazon, Zara, Tony's Chocolonely, Nissan, and Airbnb. A revamped 'Sustainability Spotlight' feature in every chapter that aligns with the UN's Principles for Responsible Management Education (PRME) initiative. A wide range of critical thinking questions that encourage you to reflect on real-world examples and scenarios.This textbook is your essential guide to marketing as part of an introductory marketing course at college or university.Principles of Management for a Digital Age is accompanied by online resources for instructors, including PowerPoints, a testbank, selected content from SAGE Business Cases and a teaching guide containing lecture objectives, chapter outlines, activities and discussion questions. Students can access additional video content and further reading for each chapter.Tracy L. Tuten is a professor of marketing at Sofia University, USA.

Part 1: The Marketing EnvironmentChapter 1 Understanding MarketingChapter 2 Understanding BuyersPart 2: The Marketing ToolboxChapter 3 Segmentation, Targeting, and PositioningChapter 4 Marketing Research and AnalysisChapter 5 Marketing StrategyPart 3: The Marketing MixChapter 6 Creating Value: Products and ServicesChapter 7 Offering Value: PriceChapter 8 Distributing Value: PlaceChapter 9 Communicating Value: PromotionPart 4: The Marketing Long GameChapter 10 Extending Value: People, Process, and Presence in the Customer ExperienceChapter 11 Maintaining Value: Branding and Brand ManagementChapter 12 Managing Value: Analytics and Marketing Value Management Systems