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Brand Management

Strategy, Positioning, and Marketing in the Digital Age

Table of Contents

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

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.

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