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 CarrefourNew and updated Sustainability Spotlight boxes, which align with the UN...

From understanding markets, consumers and value to explaining the marketing mix and illustrating the roles of analytics, brand and customer experience today, this award-winning textbook introduces you to the essential concepts and tools for marketing in a digital age.