Principles of Marketing for a Digital Age

Dr. Tracy L. Tuten is a Vice President of Research at Illuminas, where she consults with the world’s leading technology brands. A globally recognized authority in marketing strategy and market research, Dr. Tuten brings decades of experience as an educator, researcher, and consultant to her work. Her academic background includes a Ph.D. in Marketing, and she has served as a two-time Fulbright Scholar, sharing her expertise at universities in Korea and Argentina. Dr. Tuten’s research has been published in leading journals, including Psychology & Marketing, the Journal of Business Research, and Industrial Marketing Management. She is the author of several acclaimed books, including the award-winning textbook Social Media Marketing (now in its 5th edition), recognized with the Textbook Excellence Award by the Textbook & Academic Authors Association. Her portfolio also includes Advertisers at Work, a collection of interviews with luminaries in the advertising industry, and pioneering texts on digital advertising and e-commerce. As a consultant, Dr. Tuten has advised leading global brands such as Samsung, Adobe, Dell Technologies, and the New York Times, offering expertise in areas such as branding, consumer behavior, and digital marketing strategy. She remains active in the academic community by teaching at Champlain College, where she continues to share her knowledge and inspire future marketing professionals. Her numerous accolades include the O’Hare Leadership Award in Direct and Interactive Marketing Education, as well as recognition as a Social Media Master by Ad:Tech. Dr. Tuten’s unique blend of academic rigor and practical expertise ensures her contributions remain invaluable in shaping the next generation of marketers. Follow her updates on X: @brandacity

• Part I: The Marketing EnvironmentChapter 1: Understanding MarketingChapter 2: Understanding BuyersPart II: The Marketing ToolboxChapter 3: Segmentation, Targeting, and PositioningChapter 4: Marketing Research and AnalysisChapter 5: Marketing StrategyPart III: The Marketing MixChapter 6: Creating Value: Products and ServicesChapter 7: Offering Value: PriceChapter 8: Distributing Value: PlaceChapter 9: Communicating Value: PromotionPart IV: The Marketing Long GameChapter 10: Extending Value: People, Process, and Presence in the Customer ExperienceChapter 11: Maintaining Value: Branding and Brand ManagementChapter 12: Managing Value: Analytics and Marketing Value Management Systems