Social Media Marketing
SAGE Publications Ltd (Verlag)
978-1-4739-1301-1 (ISBN)
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**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. It shows how social media fits into and complements the marketer’s toolbox. The book melds essential theory with practical application as it covers core skills such as strategic planning for social media applications, incorporating these platforms into the brand’s marketing communications executions, and harnessing social media data to yield customer insights.
The authors outline the "Four Zones" of social media that marketers can use to achieve their strategic objectives. These include:
1. Community (e.g. Instagram)
2. Publishing (e.g. Tumblr)
3. Entertainment (e.g. Candy Crush Saga)
4. Commerce (e.g. Groupon)
This Second Edition contains new examples, industry developments and academic research to help students remain current in their marketing studies, as well as a new and improved user-friendly layout to make the text easy to navigate.
The textbook also provides a free companion website that offers valuable additional resources for both instructors and students. Readers of the book are also invited to join the authors and others online by using the hashtag: #smm
Tracy L. Tuten is a professor of marketing at Sofia University, USA 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. Follow her updates on Twitter @brandacity Michael R. Solomon, Ph.D., is the Dirk Warren ′50 Sesquicentennial Chair and Professor of Marketing in the Haub School of Business at Saint Joseph’s University in Philadelphia, U.S.A. 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. Professor Solomon is frequently quoted in magazines and newspapers, including Newsweek, The New York Times, and The Wall Street Journal, and he is a Contributor at Forbes.com. He has served as a consultant to numerous fashion marketers, including Calvin Klein, UnderArmour, Timberland, H&M, LUSH Cosmetics and Levi Strauss. In a 2022 ranking of contributions of top scientists in Business and Management, Prof. Solomon was rated #466 in the U.S.A. and #1032 in the world.
Part I: Foundations of Social Media Marketing
Chapter 1. The Horizontal Revolution
Chapter 2. Social Media Marketing Strategy
Chapter 3. Social Consumers
Chapter 4. Network Structure and Group Influence in Social Media
Part II: The Four Zones of Social Media
Chapter 5. Social Community
Chapter 6. Social Publishing
Chapter 7. Social Entertainment
Chapter 8. Social Commerce
Part III: Social Media Data Management and Measurement
Chapter 9. Social Media for Consumer Insight
Chapter 10. Social Media Metrics
Case: Bellisio Foods’ Michelina Engages Frozen Foodies by Jacqueline Rae Evans
Case: A Startup Seeks to Solve Age-Old Problem with Social App by Amanda Steeley
Case: The Gnome Experiment by Steve Shugartt
| Verlagsort | London |
|---|---|
| Sprache | englisch |
| Maße | 186 x 232 mm |
| Gewicht | 630 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 1-4739-1301-2 / 1473913012 |
| ISBN-13 | 978-1-4739-1301-1 / 9781473913011 |
| Zustand | Neuware |
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