Principles of marketing for a digital age. (2019)

• Record Type: Book
• Further Information: Note: Tracy L. Tuten.
• Authors: Tuten, Tracy L
• Contents: Part 1: The Marketing Environment; Chapter 1: Understanding Marketing; Chapter 2: Understanding Buyers; Part 2: The Marketing Toolbox; Chapter 3: Segmentation, Targeting, and Positioning; Chapter 4: Marketing Research and Analysis; Chapter 5: Marketing Strategy and Planning; Part 3: The Marketing Mix; Chapter 6: Creating Value: Products and Services; Chapter 7: Offering Value: Price; Chapter 8: Distributing Value: Place; Chapter 9: Communicating Value: Promotion; Part 4: The Marketing Long Game; Chapter 10: Extending Value: People, Process, and Presence in the Customer Experience; Chapter 11: Maintaining Value Through Branding and Brand Management; Chapter 12: Managing Value: Analytics and Marketing Value Management Systems
• Publisher Details: London : SAGE Publications Ltd
• Publication Date: 2019
• Extent: 1 online resource (496 pages)
• Subjects: 658.8; Internet marketing; Marketing; Marketing; Digitalisierung; Marketingmanagement
• Languages: English
• ISBNs: 9781526485373; 1526485370
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.