A fully updated edition of the award winning textbook for social media marketing. With new case studies on a number of brands including TikTok, Puma and Nespresso and an updated companion website, this book is a must for anyone studying social media marketing.
A fully updated edition of the award winning textbook for social media marketing. With new case studies on a number of brands including TikTok, Puma and Nespresso and an updated companion website, this book is a must for anyone studying social media marketing.
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 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
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
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