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.
Содержание
Chapter 1: Marketing Overview
Chapter 2: Strategy
Chapter 3: Marketing Environment
Chapter 4: Consumer Decision-Making
Chapter 5: Business Decision-Making
Chapter 6: Marketing Analytics
Chapter 7: Marketing Ethics
Chapter 8: Segmentation, Targeting, and Positioning
Chapter 9: Product and Branding Strategy
Chapter 10: New Product Introduction and Management
Chapter 11: Services
Chapter 12: Distribution
Chapter 13: Pricing
Chapter 14: Integrated Marketing Communication (IMC)
Chapter 15: Advertising
Chapter 16: Sales Promotion, Publicity, and Digital Media
Chapter 17: Personal Selling
Об авторе
Scott Erickson 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. Prof. Erickson’s forthcoming book, Marketing for a Digital World, foregrounds the transformational changes of a digital age on the basic principles and practice of marketing.
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