Marketing Communications 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

• Chapter 1 Introduction to Integrated Marketing CommunicationsChapter 2 The Advertising and Marketing Communications IndustryChapter 3 Theoretical Foundations of Marketing CommunicationsChapter 4 Segmentation, Targeting, and Positioning for MarComChapter 5 Strategic Planning for IMC and Advertising CampaignsChapter 6 Creative StrategyChapter 7 Planning Media Strategy and Media BuyingChapter 8 Paid MediaChapter 9 Earned and Shared Media in Marcom CampaignsChapter 10 Owned Media Channels for Marcom CampaignsChapter 11 Martech and Advertising TechnologyChapter 12 Measuring the Effectiveness of Marketing Communications Campaigns