Publisher's Synopsis
Unlock the essential concepts, theories, and frameworks for marketing in the digital age with this award-winning textbook. Fully updated, it explores the skills needed to thrive as an ethical, socially-conscious marketer in today's ever-evolving digital landscape. This third edition brings you: • Brand-new case studies from global companies across a variety of industries, including Bang & Olufsen, Oatly, Tesla and Carrefour • New and updated Sustainability Spotlight boxes, which align with the UN's Principles for Responsible Management Education (PRME) initiative • Cutting-edge content covering the latest advancements in AI and its growing role in marketing strategies Instructors have access to a comprehensive set of online resources, including a full Teaching Guide, as well as PowerPoints and Testbanks for each chapter. Principles of Marketing for a Digital Age is your essential guide to marketing as part of an introductory marketing course at college or university.
