Tracy L. Tuten

eBook, ePUB

Marketing Communications for a Digital Age (eBook, ePUB)

Beschreibung

Gain invaluable insight into the entire marketing communications process with this contemporary and accessible textbook. You'll explore both traditional principles and digital techniques, from strategic planning and audience targeting to creative execution and media planning and discover how companies can leverage the power of MarTech, advertising technology and data analytics.

Packed with international case studies from organisations like Samsung, Uber Eats, e.l.f. Cosmetics, LEGO and Qatar Airways, and supported by critical thinking questions, this textbook shows how today's professionals are navigating a rapidly evolving landscape - and how you can, too.

Written by bestselling author Tracy Tuten, this is essential reading for your marketing communications journey.

Technische Details

• Geräte: eReader
• ohne Kopierschutz

Barrierefreiheit

• Text-to-Speech
• E-Mail des Verlags für Barrierefreiheitsfragen: [e-mail]
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• Link zur Verlagsseite mit Barrierefreiheitsinformationen: https://uk.sagepub.com/en-gb/eur/accessibility-1
• Alle Inhalte über Screenreader oder taktile Geräte zugänglich
• Funktion von Links und Steuerelementen klar erkennbar
• Alle Texte können hinsichtlich Größe, Schriftart und Farbe angepasst werden
• Grundlegende Landmark-Navigation für einfache Orientierung
• Barrierefreie Steuerelemente mit klarer Beschriftung
• ARIA-Rollen für verbesserte strukturelle Navigation
• Navigation über vor-/zurück-Elemente ohne Inhaltsverzeichnis
• Hoher Kontrast zwischen Text und Hintergrund (min. 4.5 =>1)
• Seitennummerierung folgt dem gedruckten Werk
• Datenbasis von Grafiken in nicht-graphischer Form verfügbar
• Ausführliche Alternativtexte für nicht-textuelle Inhalte vorhanden
• Kurze Alternativtexte für nicht-textuelle Inhalte vorhanden
• Text und Medien in logischer Lesereihenfolge angeordnet
• Navigierbares Inhaltsverzeichnis für direkten Zugriff auf Text und Medien

Autor

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

Produktdetails

• Verlag: SAGE Publications
• Seitenzahl: 368
• Erscheinungstermin: 28. Februar 2026
• Englisch
• ISBN-13: 9781036214852
• Artikelnr.: 75318492