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This award-winning book (TAA 2021 Most Promising New Textbook) serves as an introduction to the fundamental concepts and tools for marketing in the digital age. This edition maintains a strong focus on the marketing of digital and social media while being enhanced to address the impact of the Covid-19 pandemic on consumer behavior.
Greater emphasis has been placed on sustainability, diversity, and inclusion, providing the skills that a modern marketer with social awareness needs to possess.
It also includes over 30 case studies from international companies such as Netflix, Amazon, Zara, Tony’s Chocolonely, Nissan, and Airbnb. Furthermore, a wide range of critical thinking questions encourages reflection on real-world examples and scenarios.
The book covers marketing courses in higher education, with a focus on digital marketing and marketing principles.
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