Social Media Marketing - Brossura

Tuten, Tracy L.; Solomon, Michael R.

Brossura

ISBN 10: 1526423871 ISBN 13: 9781526423870

Casa editrice: SAGE Publications Ltd, 2017

Riassunto

Recipient of the 2017 Textbook Excellence Award from the Textbook & Academic Authors Association (TAA)

“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 a new chapter on tactical planning and execution, coverage of the latest research within social media marketing, and expanded and all new case studies and examples, including Facebook, Instagram, Twitter, Snapchat, etc., and discussing these in relation to globally recognized brands such as Pokémon 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.

Su questo libro

Recensione:

This is a delightful, practical book and a great addition to the marketer’s toolbox.  I have used the second edition successfully in the classroom, and I highly recommend this comprehensive update.  My favorite part is the ten relevant cases that bring social media marketing to life to deliver a valuable learning experience.   

(Mark Burgess 2017-10-23)

L'autore:

Tracy L. Tuten, Ph.D., is Professor of Marketing at East Carolina University where she teaches social media marketing and advertising. 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. Prior to her appointment at ECU, she taught at Longwood University and at Virginia Commonwealth University, where her research efforts were recognized with VCU’s Excellence in Scholarship award. A two-time Fulbright Scholar, she speaks all over 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. She is one of only 110 women to achieve this distinction. Her influence in social media marketing is recognized with a consistent ranking in the top 20 listing of marketing professors and top 50 listing of authors of marketing books on Twitter (respectively) by Social Media Marketing magazine. Follow her at @brandacity on Twitter or follow her blog at www.tracytuten.com.

Su questa edizione

• Editore: SAGE Publications Ltd
• Data di pubblicazione: 2017
• ISBN 10: 1526423871
• ISBN 13: 9781526423870
• Rilegatura: Copertina flessibile
• Numero edizione: 3
• Numero di pagine: 448