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Principles of Marketing for a Digital Age. デジタル時代のためのマーケティング原理
・ISBN 978-1-5264-2333-7 hard GB£ 178.00
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・ISBN 978-1-5264-2334-4 paper GB£ 55.99
￥17,737.- (税込) ※（※）価格はご注文時の参考価格となります。
納品価格につきましては書籍の入荷時点で確定となります。
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| 著者・編者 | Tuten, Tracy L., |
|---|---|
| 出版社 | (Sage, UK) |
| 出版年月 | 2019 |
| ページ数 | 480 pp. |
| 言語 | ENG |
| ニュース番号 | ＜654-814 654-P2603＞ |
解説
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 Airbnb, Amazon, Apple, Burberry, eBay, Etsy, Google, IKEA, Nespresso, Netflix, Nike and Uber. 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, web links, a glossary and American Marketing Association (AMA) journal articles for students.