Marketing in the Digital Age

Marketing in the Digital Age takes the view that the path to the future must integrate marketing and digital know-how, and exemplifies how digital marketing is more than just spreading the message using digital tools. This path-breaking textbook is for students who wish to understand marketing in a rapidly changing environment. It offers a fresh approach towards all the core areas of marketing, including segmentation, product development, promotion, pricing, going to the market and relationship-building.