Social Media Marketing (3rd Revised edition)

Social Media Marketing (3rd Revised edition)

By: Michael R. Solomon (author), Tracy L. Tuten (author)Hardback

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Description

This book is not available as a print inspection copy. To download an e-version click here or for more information contact your local sales representative. **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.

About Author

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. 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.

Contents

Part I: Foundations of Social Media Marketing Chapter 1. The Social Media Environment Chapter 2. Social Consumers Chapter 3. Network Structure and Group Influences in Social Media Part II: Social Media Marketing Strategy and Planning Chapter 4. Social Media Marketing Strategy Chapter 5: Tactical Planning and Execution Part III: The Four Zones of Social Media Chapter 6. Social Community Chapter 7. Social Publishing Chapter 8. Social Entertainment Chapter 9. Social Commerce Part IV: Social Media Data Management and Measurement Chapter 10. Social Media Analytics Chapter 11. Social Media Metrics Part V: Social Media Marketing in Practice Case Zone: 10 Case Studies Sample Social Media Marketing Plan: GONOW Vacations

Product Details

  • ISBN13: 9781526423863
  • Format: Hardback
  • Number Of Pages: 448
  • ID: 9781526423863
  • weight: 1134
  • ISBN10: 1526423863
  • edition: 3rd Revised edition

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