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Social Media Marketing

Tuten, Tracy L. Solomon, Michael R.
Heftet / 2017 / Engelsk

Product details

ISBN
9781526423870
Published
2017-12-06
Edition
3. edition
Publisher
Vendor
SAGE Publications Ltd
Weight
980 gr
Height
246 mm
Width
189 mm
Age
05, U
Language
Product language
Engelsk
Format
Product format
Heftet
Number of pages
448

Author
Tuten, Tracy L.
Solomon, Michael R.

Biographical note

Tracy L. Tuten, Ph.D., is a professor of marketing 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. 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.

Social Media Marketing

Tuten, Tracy L. Solomon, Michael R.
Heftet / 2017 / Engelsk
Tuten, Tracy L. Solomon, Michael R.
Heftet / 2017 / Engelsk
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<p>This is a delightful, practical book and a great addition to the marketer's toolbox. I have used the second edition successfully in the classroom, and I highly recommend this comprehensive update. My favorite part is the ten relevant cases that bring social media marketing to life to deliver a valuable learning experience. </p> -- Mark Burgess

**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.
Read more
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
Read more

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<p>This is a delightful, practical book and a great addition to the marketer's toolbox. I have used the second edition successfully in the classroom, and I highly recommend this comprehensive update. My favorite part is the ten relevant cases that bring social media marketing to life to deliver a valuable learning experience. </p> -- Mark Burgess

**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.
Read more
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
Read more

Product details

ISBN
9781526423870
Published
2017-12-06
Edition
3. edition
Publisher
Vendor
SAGE Publications Ltd
Weight
980 gr
Height
246 mm
Width
189 mm
Age
05, U
Language
Product language
Engelsk
Format
Product format
Heftet
Number of pages
448

Author
Tuten, Tracy L.
Solomon, Michael R.

Biographical note

Tracy L. Tuten, Ph.D., is a professor of marketing 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. 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.

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