Description
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.
