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Unlock the essential concepts, theories, and frameworks for marketing in the digital age with this award-winning textbook. Fully updated, it explores the skills needed to thrive as an ethical, socially-conscious marketer in today’s ever-evolving digital landscape. This third edition brings you: Brand-new case studies from global companies across a variety of industries, including Bang & Olufsen, Oatly, Tesla and Carrefour New and updated Sustainability Spotlight boxes, which align with the UN’s Principles for Responsible Management Education (PRME) initiative Cutting-edge content covering the latest advancements in AI and its growing role in marketing strategies Instructors have access to a comprehensive set of online resources, including a full Teaching Guide, as well as PowerPoints and Testbanks for each chapter. Principles of Marketing for a Digital Age is your essential guide to marketing as part of an introductory marketing course at college or university.
Unlock the essential concepts, theories, and frameworks for marketing in the digital age with this award-winning textbook. Fully updated, it explores the skills needed to thrive as an ethical, socially-conscious marketer in today’s ever-evolving digital landscape.
This third edition brings you:
Brand-new case studies from global companies across a variety of industries, including Bang & Olufsen, Oatly, Tesla and Carrefour
New and updated Sustainability Spotlight boxes, which align with the UN’s Principles for Responsible Management Education (PRME) initiative
Cutting-edge content covering the latest advancements in AI and its growing role in marketing strategies
Instructors have access to a comprehensive set of online resources, including a full Teaching Guide, as well as PowerPoints and Testbanks for each chapter.
Principles of Marketing for a Digital Age is your essential guide to marketing as part of an introductory marketing course at college or university.