Social Media Marketing

Sampul Depan
SAGE, 25 Nov 2017 - 448 halaman
**Winner of the TAA 2017 Textbook Excellence Award**

"Social Media Marketing deserves special kudos for its courage in tackling the new frontier of social media marketing. This textbook challenges its readers to grapple with the daunting task of understanding rapidly evolving social media and its users."
TAA Judges Panel

Social Media Marketing was the first textbook to cover this vital subject and has quickly become the market leader. It melds essential theory with practical application and covers core skills such as strategic planning for social media applications, incorporating these platforms into the brand’s marketing communications, and harnessing social media data to yield consumer insights. The authors outline the ‘four zones’ of social media that marketers can use to help achieve their strategic objectives:

1. Community

2. Publishing
3. Entertainment
4. Commerce

The new third edition has been extensively updated to include new content on tactical planning and execution and coverage of the latest research within social media marketing. Expanded new case studies and examples including Facebook, Instagram, Twitter and Snapchat are discussed in relation to globally recognized brands such as Pokemon Go, Nike, Amazon Kindle and Lady Gaga.

The book is complemented by a companion website that offers valuable additional resources for both instructors and students, including author videos discussing key social media marketing ideas and concepts, author-selected YouTube video playlists, additional case studies, further weblinks, PowerPoint slides and Testbank.

Suitable for modules and courses on social media marketing.
 

Halaman terpilih

Isi

List of Figures and Tables
Acknowledgments
Social Advocacy Around Nonprofit social advocacy Case Zone Part Wpage
Part I Foundations of Social Media Marketing
List of Figures and Tables
Tables
Community Structure
Burger King Complements Burger King Garnewheel social Chapter 8page 2601
Part III The Four Zones of Social Media
Paid Media in Social Network Sites
The Social Publishing Zone
Pokémon GO A Revolution Social gaming AR Inapp Case Zone Part page
Part IV Social Media Data Management and Measurement
Volksvagons DiGate Volksvagen brand image Chapter 10page 335
Case Zone10 Case Studies
Sample Social Media Marketing Plan

Part II Social Media Marketing Strategy and Planning
Creation of a Social Brand media sharing gamification social 3913
Interest and Needs 154
Experience Strategy
Hak Cipta

Edisi yang lain - Lihat semua

Social Media Marketing
Tracy L. Tuten,Michael R. Solomon
Pratinjau tidak tersedia - 2018
Social Media Marketing
Tracy L. Tuten,Michael R. Solomon
Pratinjau tidak tersedia - 2018

Istilah dan frasa umum

accessed February accessed June 12 advergame algorithms behavior blog bloggers bots Chapter connected consumers Content Marketing conversations create crowdsourcing cyberbullying demographic develop earned media enable engagement experience Facebook fans friends Google hashtag Honda identify influence Instagram interact Internet Journal June 12 LinkedIn marketing plan metrics mobile offers offline online communities organizations paid media Pinterest platforms posts promotional purchase relationships relevant search engine search engine optimization segmentation share smartphone Snapchat social bookmarking social capital social channels social commerce social communities social entertainment social games social identity social media activities social media channels social media marketing social media users social network sites social publishing social software sources tactics target audience Tumblr tweets Twitter types user-generated user-generated content vehicles WOMMA word-of-mouth YouTube zone of social

Tentang pengarang (2017)

Tracy L. Tuten, Ph.D., is a professor of marketing and author of several books including co-author of the award-winning textbook, Social Media Marketing. Her first book, Advertising 2.0: Social Media Marketing in a Web 2.0 World, was followed by others on using social media and digital marketing for the enterprise, and the book, Advertisers at Work, which features interviews with luminaries in the field. Dr. Tuten's publications have appeared in such journals as Journal of Marketing Communications, Psychology & Marketing, and Journal of Business Research. A two-time Fulbright Scholar, she frequently speaks around the world on marketing topics. She's been recognized with teaching awards at her respective institutions and with national awards, such as the O'Hara Leadership Award in Direct & Interactive Marketing Education. In 2013, she was inducted into the Incredible Women of ECU series, which highlights female graduates of East Carolina University who have reached exceptional levels of achievement in their respective careers. Michael R. Solomon, Ph.D., is Professor of Marketing and Director of the Center for Consumer Research in the Haub School of Business at Saint Joseph's University in Philadelphia, Pennsylvania. Professor Solomon's primary research interests include consumer behavior and lifestyle issues, branding strategy, the psychology of fashion, and marketing applications of virtual worlds and other new media. His textbooks include Consumer Behavior: Buying, Having, and Being; Marketing: Real People, Real Choices; and Better Business. His most recent trade book, The Truth about What Customers Want, was published by FT (Financial Times) Press. Professor Solomon is frequently quoted in magazines and newspapers, including Newsweek, The New York Times, and The Wall Street Journal. He has served as a consultant to numerous corporations including Calvin Klein, Intel, Procter & Gamble, Microsoft, State Farm Insurance, and United Airlines on issues relating to consumer behavior, marketing strategy, advertising and retailing.

Informasi bibliografi

JudulSocial Media Marketing
PengarangTracy L. Tuten, Michael R. Solomon
Edisi3, tidak diringkas
PenerbitSAGE, 2017
ISBN1526424541, 9781526424549
Tebal448 halaman
  
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