Marketing 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 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.

Anticipated publication date: September 19, 2022

Supplemental Authors
Pablo Correa

Digital Media Lead Developer

Tracey Renzullo

Podcast Host

Available for Winter/Spring 2023 Adoption

ISBN: 979-8-9858492-5-7 VitalSource Digital-only – $60.00

Marketing 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 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.

Anticipated publication date: September 19, 2022

Supplemental Authors
Pablo Correa

Digital Media Lead Developer

Tracey Renzullo

Podcast Host

Available for Winter/Spring 2023 Adoption

ISBN: 979-8-9858492-5-7 VitalSource Digital-only – $60.00

    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.

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This upcoming title will be available on VitalSource’s digital, interactive platform, Bookshelf, which offers the following features:

  • LMS single-sign on capabilities.
  • Online and offline access.
  • A full suite of study tools (highlighting, note-taking, bookmarks, flashcards, etc.).
  • Chapter quizzes available for easy upload to any LMS.
  • Inclusive Access/First Day eligibility.
  • Full compatibility with Section 508 Accessibility Standards.

Table of Contents

PODCAST: Staying on the Pulse with Kyle James

“The other big way that we learn is by talking to vendors . . . setting up meetings with them and saying, ‘Let’s have 30 minutes and let’s talk about what’s new with your platform and how that new thing can help our client be successful given our goals, our KPIs.’”

PODCAST: Relationship Building in a Virtual World with Kevin Sullivan

“What has been somewhat refreshing about being thrust into this virtual-only world is that the merits of your proposal and your platform and the results that you can deliver for your clients are even more important.”

PODCAST: B2B Marketing Tactics with Brittany Valente

“In my experience, LinkedIn is a fantastic network for reaching businesses, specifically because they have all of the filters that one might need for a business product.”

author photo

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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