Principles of Marketing for a Digital Age

Höfundur: Tracy L. Tuten (Útgáfa: 3)
Principles of Marketing for a Digital Age

Kaup valmöguleikar

Tileinkaðu þér helstu hugtök, kenningar og líkön markaðsfræði á stafrænni öld með þessari verðlaunuðu kennslubók. Bókin hefur verið uppfærð að fullu og fjallar um þá færni sem þarf til að ná árangri sem siðferðilega og samfélagslega ábyrgur markaðsfræðingur í síbreytilegu stafrænu umhverfi.

Þriðja útgáfan inniheldur:

  • Glæný dæmi frá alþjóðlegum fyrirtækjum í fjölbreyttum atvinnugreinum, þar á meðal Bang & Olufsen, Oatly, Tesla og Carrefour.
  • Nýja og uppfærða ramma um sjálfbærni sem samræmast framtaki Sameinuðu þjóðanna um meginreglur ábyrgra stjórnunarhátta í menntun (PRME).
  • Nýjustu umfjöllun um framfarir í gervigreind og vaxandi hlutverk hennar í markaðsaðferðum.

Nánar um bókina

Útgefandi
SAGE Publications, Ltd. (UK)
ISBN
9781036201647
Print ISBN
9781036201104
Format
ePub
Útgáfa
3
Höfundar
Tracy L. Tuten
Tungumál
English
Útgefið
2025-11-05
Prent takmörkun á líftíma
100
Prent takmörkun
30
Afritunar takmörkun
30

Kaflar

  • Cover
  • Half Title
  • Title Page
  • Copyright Page
  • Toc brief
  • Contents
  • Online Resources for Instructors
  • Case Studies and Examples
  • List of Figures and Tables
  • About the Author
  • Foreword
  • Acknowledgments
  • Abbreviations
  • Endorsements for Previous Editions
  • PART IThe Marketing Environment
  • 1 Understanding Marketing
  • Introduction
  • Everything Matters: The Evolution of Marketing
  • Marketing: Definitions and Core Concepts
  • The Offer and the Marketing Mix
  • Industry 4.0 and the Era of Marketing Convergence
  • Chapter Summary
  • Review Questions
  • Key Terms
  • 2 Understanding Buyers
  • Introduction
  • The Relevance of Buyer Behavior
  • The Consumer Decision-Making Process
  • The Digital Customer Journey
  • B2B Buyer Behavior
  • Chapter Summary
  • Review Questions
  • Key Terms
  • PART IIThe Marketing Toolbox
  • 3 Segmentation, Targeting, and Positioning
  • Introduction
  • Segmentation and Its Marketing Value
  • The Bases for Segmentation
  • The Segmentation Procedure
  • Targeting
  • Positioning
  • Chapter Summary
  • Review Questions
  • Key Terms
  • 4 Marketing Research and Analysis
  • Introduction
  • The Role of Market Research in Marketing Decision-Making
  • Marketing Information Systems
  • The Marketing Research Process
  • Evaluating Research Quality
  • Chapter Summary
  • Review Questions
  • Key Terms
  • 5 Marketing Strategy
  • Introduction
  • Marketing Strategy
  • The Strategic Planning Process
  • The Marketing Plan
  • Chapter Summary
  • Review Questions
  • Key Terms
  • PART IIIThe Marketing Mix
  • 6 Creating Value: Products and Services
  • Introduction
  • Products, Product Levels, and Value
  • Product Portfolio Management
  • Innovations and New Product Development
  • Product Life Cycle Management
  • The Innovation Adoption Curve
  • Chapter Summary
  • Review Questions
  • Key Terms
  • 7 Offering Value: Price
  • Introduction
  • The Role of Price in the Marketing Mix
  • Price Management Structure and Price Setting
  • Pricing Orientation
  • Price-Setting Tactics and Price Adjustments
  • Firm Capability and Pricing Effectiveness
  • Psychological Influences and Customer Value-Based Pricing
  • Digital Solutions for Optimal Pricing Strategies
  • Chapter Summary
  • Review Questions
  • Key Terms
  • 8 Distributing Value: Place
  • Introduction
  • The Role of Channels in the Marketing Mix
  • Partners in the Supply Chain
  • Channel Strategy
  • Digital Implications for Channels of Distribution
  • Chapter Summary
  • Review Questions
  • Key Terms
  • 9 Communicating Value: Promotion
  • Introduction
  • The Role of Promotion in the Marketing Mix
  • Media and Modes in the Promotional Mix
  • The Communications Process
  • Designing Effective IMC Campaigns
  • Chapter Summary
  • Review Questions
  • Key Terms
  • PART IVThe Marketing Long Game
  • 10 Extending Value: People, Process, and Presence in the Customer Experience
  • Introduction
  • Services and Marketing’s Path to Value Creation
  • People, Process, and Presence in the Marketing Mix
  • Service and Customer Experience Design
  • Chapter Summary
  • Review Questions
  • Key Terms
  • 11 Maintaining Value: Branding and Brand Management
  • Introduction
  • The Role of Brands
  • A Framework for Customer-Based Brand Equity
  • Building Brand Portfolios
  • Chapter Summary
  • Review Questions
  • Key Terms
  • 12 Managing Value: Analytics and Marketing Performance Measurement
  • Introduction
  • Making Analytics a Top Priority for Marketers
  • Managing Value with Marketing Performance Measurement
  • A Framework for Managing Value with an MPM Platform
  • Chapter Summary
  • Review Questions
  • Key Terms
  • References
  • Index