Principles of Marketing for a Digital Age 3rd Edition By Tracy L. Tuten
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Principles of Marketing for a Digital Age 3rd Edition By Tracy L. Tuten

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Pages
497
File size
7 MB
Format
Digital PDF
Category
eBook[PDF]
About this ebook
Principles of Marketing for a Digital Age (3rd Edition) by Tracy L. Tuten integrates fundamental marketing frameworks with modern social media, data analytics, and ethical practices. [1, 2]
Core Book Topics and Chapters
The book redefines the classic marketing mix into an experiential framework, structuring its chapters across foundational principles, consumer insights, and value creation: [1, 2]
  • Chapter 1: Understanding Marketing – Introductory core frameworks, shifting from traditional approaches to digital integration.
  • Chapter 2: Understanding Buyers – Consumer psychology, modern decision-making journeys, and shifting digital behaviors.
  • Chapter 3: Segmentation, Targeting, and Positioning – Dynamic audience segmentation and hyper-targeted positioning via digital channels.
  • Chapter 4: Marketing Research and Analysis – Utilizing big data, internet search trends, and modern diagnostic data analytics.
  • Chapter 5: Marketing Strategy – High-level planning, competitive landscape analysis, and digital integration strategy.
  • Chapter 6: Creating Value: Products and Services – Experience design for digital, physical, and hybrid core offerings.
  • Chapter 7: Offering Value: Price – Dynamic pricing models, subscription systems, and transparency in a digital market.
  • Chapter 8: Distributing Value: Place – E-commerce channels, omnichannel logistics, and friction-free retail pathways.
  • Chapter 9: Communicating Value: Promotion – Social media marketing, paid digital ads, content creation, and search optimization.
  • Chapter 10: Extending Value: People, Process, and Presence in the Customer Experience – An expanded focus on the "7 Ps" of experience design, exploring automation, checkout optimization, and sensory or virtual brand environments.
  • Chapter 11: Maintaining Value: Branding and Brand Management – Digital reputation management, storytelling, and building multi-channel equity. [1, 2, 3, 4]
Key Updates and Focus Areas in the 3rd Edition
The 3rd edition features specific content updates tailored to current business landscapes: [1]
  • Artificial Intelligence (AI) Integration: Cutting-edge content analyzing the rise of AI tools, automation, predictive metrics, and their shifting roles in proactive campaign strategies. [1, 2]
  • The 7 Ps Framework: Heavy emphasis on an expanded marketing mix (adding People, Process, and Presence) to treat modern marketing as experience design rather than static placement. [1]
  • Sustainability and PRME Alignment: Dedicated "Sustainability Spotlight" blocks in each chapter aligned directly with the UN's Principles for Responsible Management Education (PRME) to build ethical, socially conscious corporate strategies. [1, 2]
  • Global Case Studies: Real-world tactical examples featuring international businesses like Tesla, Oatly, Carrefour, and Bang & Olufsen. [1]

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Topics

Artificial Intelligence (AI) Integration Communicating Value: Promotion – Social media marketing paid digital ads competitive landscape analysis Creating Value: Products and Services Distributing Value: Place – E-commerce channels omnichannel logistics Extending Value: People Process and Presence in the Customer Experience Global Case Studies: Real-world tactical examples Maintaining Value: Branding and Brand Management Marketing Research and Analysis – Utilizing big data Marketing Strategy – High-level planning Offering Value: Price – Dynamic pricing models Segmentation Targeting and Positioning Sustainability and PRME Alignment The 7 Ps Framework: Heavy emphasis on an expanded marketing mix Understanding Buyers – Consumer psychology modern decision-making journeys Understanding Marketing – Introductory core frameworks
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