Winner of the TAA 2021 Most Promising New Textbook award
This textbook, written by Tracy L. Tuten, covers marketing concepts for a digital age. It is intended for students and instructors in marketing programs at both HBO and university levels.
The new edition focuses on marketing in a digital age and has been updated with current topics such as the influence of Covid-19 on consumer behavior. In addition, there is more attention to sustainability, diversity, and inclusion.
Features of the second edition:
- More than 30 real-world cases from international companies such as Netflix, Amazon, and Airbnb
- A renewed “Sustainability Spotlight” in each chapter, aligned with the UN PRME guidelines
- Diverse critical questions that stimulate thinking about current marketing issues
This guide is a complete learning resource for understanding and applying marketing strategies in a digital context.
The book is supported with online materials for instructors and students, including PowerPoints, a test bank, videos, and additional reading material.