Tuten Tracy L. Principles of Marketing for a Digital Age

SAGE Publications, 2019. — 741 p. — ISBN 1526423332, 9781526423337.List of Figures and Tables
How to use this textbook POMDA Study Group
About the Author
Foreword
Acknowledgements
Abbreviations
Endorsements
The Marketing Environment
Understanding Marketing
Understanding Buyers
The Marketing Toolbox
Segmentation, Targeting, and Positioning
Marketing Research and Analysis
Marketing Strategy
The Marketing Mix
Creating Value: Products and Services
Offering Value: Price
Distributing Value: Place
Communicating Value: Promotion
The Marketing Long Game
Extending Value: People, Process, and Presence in the Customer Experience
Maintaining Value: Branding and Brand Management
Managing Value: Analytics and Marketing Value Management Systems