Marketing Essentials for a Digital World
Scott Erickson, Charles A. Dana Professor and Chair of Marketing in the School of Business at Ithaca College, has published widely in the areas of big data and business analytics, intellectual capital, knowledge management, competitive intelligence, intellectual property and related areas that inform marketing strategy. Each chapter of Prof. Erickson’s critically important new Principles of Marketing textbook, Marketing Essentials for a Digital World, balances descriptions of the traditional principles of marketing theory and practice with explanations, examples, and cases demonstrating how the digital age has fundamentally transformed marketing. By drawing upon his expertise in big data, analytics, and intelligence, Erickson helps students new to the field of marketing prepare for future study and careers that will inevitably ask them to mix creative decision-making with complex information and data collection and analysis.
Publication date: November 1, 2022
Sample Now
Marketing Essentials for a Digital World is available to sample now on Bookshelf, VitalSource’s digital platform.
Supplemental Authors
Tracey Renzullo, Podcast Host
Pablo Correa, Digital Media Lead Developer
Available for Winter/Spring 2023 Adoption
ISBN: 979-8-9858492-5-7 VitalSource Digital-only – $60.00
130-day rental – $49.00
Marketing Essentials for a Digital World
Scott Erickson, Charles A. Dana Professor and Chair of Marketing in the School of Business at Ithaca College, has published widely in the areas of big data and business analytics, intellectual capital, knowledge management, competitive intelligence, intellectual property and related areas that inform marketing strategy. Each chapter of Prof. Erickson’s critically important new Principles of Marketing textbook, Marketing Essentials for a Digital World, balances descriptions of the traditional principles of marketing theory and practice with explanations, examples, and cases demonstrating how the digital age has fundamentally transformed marketing. By drawing upon his expertise in big data, analytics, and intelligence, Erickson helps students new to the field of marketing prepare for future study and careers that will inevitably ask them to mix creative decision-making with complex information and data collection and analysis.
Publication date: November 1, 2022
Sample Now
Marketing Essentials for a Digital World is available to sample now on Bookshelf, VitalSource’s digital platform.
Supplemental Authors
Tracey Renzullo, Podcast Host
Pablo Correa, Digital Media Lead Developer
Available for Winter/Spring 2023 Adoption
ISBN: 979-8-9858492-5-7 VitalSource Digital-only – $60.00
130-day rental – $49.00
Request Adoption Details
Features
- Careers in Marketing Podcasts: Screen-fatigued students can walk, run, or skip their way through a dozen “Careers in Marketing” podcasts introducing them to a variety of marketing professionals with 5-35 years of experience as they share practical and inspirational career advice and examples, stories, and cases from their fascinating career journeys.
- Course Content Podcasts: Another opportunity to learn on the move, our 35+ “Course Content” podcast segments help students extend and deepen their understanding of foundational marketing concepts and theories by listening to real-life examples and experiences as shared by a variety of marketing professionals in fields ranging from eSports to digital music.
- Chapter quizzes available for easy and secure upload to any LMS.
- Startup Corner: Highlights the unique story of a specific startup in the thematic context of a central idea or concept in each chapter.
- Careers in Marketing Podcasts: Screen-fatigued students can walk, run, or skip their way through a dozen “Careers in Marketing” podcasts introducing them to a variety of marketing professionals with 5-35 years of experience as they share practical and inspirational career advice and examples, stories, and cases from their fascinating career journeys.
- Course Content Podcasts: Another opportunity to learn on the move, our 35+ “Course Content” podcast segments help students extend and deepen their understanding of foundational marketing concepts and theories by listening to real-life examples and experiences as shared by a variety of marketing professionals in fields ranging from eSports to digital music.
- Chapter quizzes available for easy and secure upload to any LMS.
- Startup Corner: Highlights the unique story of a specific startup in the thematic context of a central idea or concept in each chapter.
Table of Contents
PODCAST: New Product Introduction & Management with Katherine Ayombil
“We created a formal customer advocacy group last year. That group of educators helps inform our product decision making, our marketing positioning and messaging, our thought leadership strategy, and is absolutely critical to our content marketing strategy as well.”
PODCAST: Real-time Segmentation at Dunkin’ with Stephanie Meltzer-Paul
“The way segmentation has evolved is, now that we have so much data real time, you’re constantly fluidly moving people, sometimes within a day to serve them up different types of marketing.”
PODCAST: Analyzing the External Environment at Jitjatjo with Brittany Valente
“During Covid, that industry took a pause and shut down. In order to pivot really quickly, our leadership team decided that we needed to reposition our talent base and reskill them to work in jobs that were relevant at the time.”
Scott Erickson
Scott Erickson, Charles A. Dana Professor and Chair of Marketing in the School of Business at Ithaca College, has served as a Fulbright-National Science Foundation Arctic Scholar (Akureyri University, Iceland) and Fulbright Research Chair (Monieson Centre, Queen’s University, Canada), and received a Faculty Excellence Award at Ithaca College in 2015.
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