Skip to main content Skip to book tools

Brand Management

Strategy, Positioning, and Marketing in the Digital Age

Authors

Eric Schulz
Utah State University

Contributors

Brad Gessell
Course Designer
Kaden Comadena
Course Designer

Editors

Holly Adams
Course Editor
Aspen Stander Moore
Course Editor
Edition 1
(rev. 640)

Artificial intelligence, marketing automation, and digital marketing tools help marketers reach consumers more effectively than ever before. There’s a lot to understand in this new, high-tech environment, and this book is designed to help students make sense of digital marketing innovation to create a blueprint for developing and executing successful marketing plans in this digital-first world.

This new edition, published in 2022, has been updated with the latest marketing research that goes hand-in-hand with timeless principles of marketing strategy.

  • Any Device, Any Location, Any Time

    The course reader looks great on desktops, laptops, tablets, phones, and just about any other device. Students are able to read, watch, and listen how, where, and when they want.

  • Embedded, Customizable Assessments

    Your students complete assessments inline with the text, making for a seamless, engaging experience. As the instructor, you can customize existing assessments or create entirely new ones within the text.

  • Advanced Analytics

    Monitor the progress of your class collectively as well as students individually. Course analytics provide you with student engagement and performance in reading, videos, and assessments. Analytics help you focus directly on those topics or students that need it.

  • Flashcards

    Flashcards are a great way to learn the key terms. Each course comes pre-loaded with cards for every term. Students can also make their own to enhance their learning experience.

  • Searchable Glossary

    A searchable glossary is available at any point in the course reader, allowing students to search for any key term they want and jump straight to that word in the text - no matter where they're reading.

  • Highlights and Notes

    Students can highlight the text and make notes throughout the content using their touch screen or mouse.

  • Text, Video, Audio, Assessments

    Course content is provided in multiple ways, allowing your students to learn the way they learn. The HTML5-based course reader works like any other web page--the way the web was meant to be used.