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Principles of Marketing for a Digital Age
Second Edition
by
Tracy L. Tuten
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Student Resources
Author Webinar
Youtube Video Playlist
Chapter 1: Understanding Marketing
Chapter 2: Understanding Buyers
Chapter 3: Segmentation, Targeting, and Positioning
Chapter 4: Marketing Research and Analysis
Chapter 5: Marketing Strategy
Chapter 6: Creating Value: Products and Services
Chapter 7: Offering Value: Price
Chapter 8: Distributing Value: Place
Chapter 9: Communicating Value: Promotion
Chapter 10: Extending Value: People, Process, and Presence in the Customer Experience
Chapter 11: Maintaining Value: Branding and Brand Management
Chapter 12: Managing Value: Analytics and Marketing Value Management Systems
AMA Journal Articles
Chapter 1: Understanding Marketing
Chapter 2: Understanding Buyers
Chapter 3: Segmentation, Targeting, and Positioning
Chapter 4: Marketing Research and Analysis
Chapter 5: Marketing Strategy
Chapter 6: Creating Value: Products and Services
Chapter 7: Offering Value: Price
Chapter 8: Distributing Value: Place
Chapter 9: Communicating Value: Promotion
Chapter 10: Extending Value: People, Process, and Presence in the Customer Experience
Chapter 11: Maintaining Value: Branding and Brand Management
Chapter 12: Managing Value: Analytics and Marketing Value Management Systems
SAGE Journal Articles
Chapter 1: Understanding Marketing
Chapter 2: Understanding Buyers
Chapter 4: Marketing Research and Analysis
Chapter 6: Creating Value: Products and Services
Chapter 7: Offering Value: Price
Chapter 8: Distributing Value: Place
Chapter 10: Extending Value: People, Process, and Presence in the Customer Experience
Chapter 11: Maintaining Value: Branding and Brand Management
Chapter 2: Understanding Buyers
