Social Media Marketing (eBook)

Tracy L. Tuten (Autor)

eBook Download: EPUB

2020 | 4., Fourth Edition
488 Seiten
Sage Publications (Verlag)
978-1-5297-3801-8 (ISBN)

Infos

**Winner of the TAA 2017 Textbook Excellence Award**"e;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."e;TAA Judges PanelThe market leading and award winning text on social media marketing has been fully updated for this fourth edition. With a balance of essential theory and practical application, the text has been been thoroughly revised to reflect the latest developments in social media marketing research and practice.11 new case studies have been added to the 'Case Zone', including TikTok, LEGO, Nespresso and Puma. A student-engaging case study now runs throughout the entire textbook looking at the US based company Kombucha 221 BC to help develop understanding of each chapter.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.A must-have text for those studying social media marketing.

Inhalt

Part One: 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 Two: Social Media Marketing Strategy and Planning
Chapter 4: Social Media Marketing Strategy
Chapter 5: Tactical Planning and Execution
Part Three: The Four Zones of Social Media
Chapter 6: Social Community
Chapter 7: Social Publishing
Chapter 8: Social Entertainment
Chapter 9: Social Commerce
Part Four: Social Media Data Management and Measurement
Chapter 10: Social Media Analytics
Chapter 11: Social Media Metrics
Part Five: Social Media Marketing in Practice
The Case Zone

Produkt-Details

• Erscheint lt. Verlag: 18.11.2020
• Verlagsort: London
• Sprache: englisch
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• Schlagworte: Digital Marketing • how to use social media • Marcomms • Marketing Communications • marketing on social media • modern marketing • Online Advertising • online marketing communications • Social Media Strategy • study social media marketing • understand social media
• ISBN-10: 1-5297-3801-6 / 1529738016
• ISBN-13: 978-1-5297-3801-8 / 9781529738018