Tracy L. Tuten

Social Media Marketing (eBook, ePUB)

• Format: ePub

Produktbeschreibung

The original, bestselling, and award-winning textbook on social media marketing, featuring all the essential topics, concepts, research, and practical application for study and career success.

Now thoroughly updated in this fifth edition to reflect the latest developments in social media marketing research and practice, and with new case studies and examples, including brands such as Apple, Cadbury, LUSH Cosmetics and Zoom.

A must-read for all students and practitioners of social media marketing.

Tracy L. Tuten is a professor of marketing at Sofia University, USA.

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Produktdetails

• Verlag: SAGE Publications
• Seitenzahl: 464
• Erscheinungstermin: 22. November 2023
• Englisch
• ISBN-13: 9781529625790
• Artikelnr.: 68345771

Autorenporträt

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

Inhaltsangabe

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
Chapter 12 The Case Zone