Obtenir un livre electronique Principles of Marketing for a
Digital Age
By Tracy L Tuten
Student-led in its design and development, the book incorporates digital
marketing as central to what marketers do, and combines quality examples,
assessment and online resources to support the teaching and learning of
introductory marketing in a digital age. The author integrates digital and social
media marketing throughout the chapters and through student involvement in
the development of it, the text has been made to be approachable and to appeal
to students, with infographics, numerous images, and an engaging writing style.
It facilitates the "flipped" approach to classroom teaching and is supported by a
number of features and activities in every chapter, encouraging students to
undertake course reading, class participation and revision. It includes case
studies from global companies such as Nutella, Google, L'Oreal, Netflix, Airbnb,
BirchBox, Uber, FitBit, Visit California and Coca-Cola. It also takes a social view
of marketing, featuring cases tied to the UN's PRME
