000			01760nam a22002177a 4500
003			OSt
005			20250324165207.0
008			250324b |||||||| |||| 00| 0 eng d
020			_a9781529779790
040			_cFoundation University
050			_a(CBA) HF5415 _b2024 T966
100			_aTuten, Tracey L. _dauthor _910349
245			_aPrinciples of marketing : _bfor a digital age / _cTracy L. Tuten
260			_aLondon : _bSage ; _c2024
300			_axxii, 463 pages : _bill. (col.) ; _c240 cm
504			_aIncludes bibliographical references and appendices.
520			_aachieve broader,global goals. hot people buy products and services to get a iob doneand how a igh level, the digital revolution is simply the application of newwhen looking at marketing through a jobs-to-be-done lens, the every market there exists some set of unmet customer needs that are welneeds (desired outcomes) that can only be addressed effectively if the rightinformation to the customer at the right time is what an effective digitalstrategy is trying to deliver. About ten years ago we worked with a major agriculture companyto study the job of growers who are responsible for growing cropsGrowers of over a dozen different crops were studied. At the time,ourclient offered growers a variety of products, including seed,pesticidesand herbicides.They also offered a variety of consultative services. Butthey did not offer any digital solutions. In fact, the company did not havea digital strategy. Nor did it believe that one was necessary.Our study changed their worldview.
650			_aMarketing. _93546
658			_aBusiness Administration, College of. _bPrinciples of marketing : for a digital age
942			_2lcc _cBK _hHF5415 _i2024 T966 _k(CBA) _n0
999			_c4336 _d4336