Principles of Marketing for a Digital Age

Third Edition

Tracy L. Tuten - Campbell University, Champlain College, Vermont, USA

Additional resources:

Courses:
E-Marketing/ E-Commerce / Internet | E-Marketing/ E-Commerce / Internet | Principles of Marketing | Principles of Marketing

December 2025 | 496 pages | SAGE Publications Ltd

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.

Available Formats

ISBN: 9781036201098	Paperback	Suggested Retail Price: $179.00	Bookstore Price: $143.20
ISBN: 9781036201104	Hardcover	Suggested Retail Price: $260.00	Bookstore Price: $208.00
ISBN: 9781036201647	Electronic Version	Suggested Retail Price: $152.00	Bookstore Price: $121.60

See what’s new to this edition by selecting the Features tab on this page. Should you need additional information or have questions regarding the HEOA information provided for this title, including what is new to this edition, please email sageheoa@sagepub.com. Please include your name, contact information, and the name of the title for which you would like more information. For information on the HEOA, please go to http://ed.gov/policy/highered/leg/hea08/index.html.

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Part I: The Marketing Environment

Chapter 1: Understanding Marketing

Chapter 2: Understanding Buyers

Part II: The Marketing Toolbox

Chapter 3: Segmentation, Targeting, and Positioning

Chapter 4: Marketing Research and Analysis

Chapter 5: Marketing Strategy

Part III: The Marketing Mix

Chapter 6: Creating Value: Products and Services

Chapter 7: Offering Value: Price

Chapter 8: Distributing Value: Place

Chapter 9: Communicating Value: Promotion

Part IV: The Marketing Long Game

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

Key features

USPs:
- A ‘born digital’ Marketing textbook – digital and social media marketing is integrated throughout, not added on.
- The concise, 12 chapter structure fits a semester.
- Accessible and contemporary content perfect for undergraduates.
- Emphasises sustainability and diversity and inclusion through examples of ethical and socially minded marketing.
- A more modern and attractive text design than its main competitors.

Key updates:
- New case studies on companies from around the globe including Bang & Olufsen, Oatly, Tesla and Carrefour.
- New content on the latest advancements in AI and its growing role in marketing strategies.
- New and updated Sustainability Spotlight boxes on topics such as sustainable tourism, sustainable gaming, sustainability in the beauty industry, and Environmental, Social, and Governance (ESG)