UPC: 9781526423344 | Principles of Marketing for a Digital Age (Paperback)
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This book was truly student-led in its design and development and it incorporates digital marketing as central to what marketers do. It′s a total package of resources that combines quality examples assessment and online resources to support the teaching and learning of introductory marketing modules in a digital age. **Winner of the TAA 2021 Most Promising New Textbook Award** Principles of Marketing for a Digital Age is a wonderful introduction for an aspiring marketer that rightfully places the customers and their needs as the primary focal point for the inception of any marketing strategy. Textbook and Academic Authors Association (TAA) Judges Panel 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 initiative to aid students in becoming sustainably-minded individuals. The book is complemented by online instructor resources including chapter-specific PowerPoint slides an instructor manual flipped classroom activities as well as open access multiple choice questions (with solutions) videos case studies weblinks a glossary and SAGE journal articles for students.
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