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Brand Management

Strategy, Positioning, and Marketing in the Digital Age


Eric Schulz
Utah State University


Brad Gessell
Course Designer
Kaden Comadena
Course Designer


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.

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