Tuten, Tracy,
Social media marketing / Tracy Tuten. - 4th edition. - xiii, 466 pages : color illustrations ; 25 cm
Previous edition: 2018
Includes bibliographical references and index.
The social media environment
Social consumers
Network structure and group influences in social media
Social media marketing strategy
Tactical planning and execution
Social community
Social publishing
Social entertainment
Social commerce
Social media analytics
Social media metrics
The case zone
"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 fourth edition has been extensively updated to include new content on tactical planning and execution and coverage of the latest research within social media marketing"-- "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. The 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 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." -- provided by publisher
College of Business and Accountancy Bachelor of Science in Business Administration Major in Marketing Management
In English
9781529731989
2020935728
Internet advertising.
Internet marketing.
Online social networks --Economic aspects.
Social media --Economic aspects.
381.142 T88 / 2021
Social media marketing / Tracy Tuten. - 4th edition. - xiii, 466 pages : color illustrations ; 25 cm
Previous edition: 2018
Includes bibliographical references and index.
The social media environment
Social consumers
Network structure and group influences in social media
Social media marketing strategy
Tactical planning and execution
Social community
Social publishing
Social entertainment
Social commerce
Social media analytics
Social media metrics
The case zone
"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 fourth edition has been extensively updated to include new content on tactical planning and execution and coverage of the latest research within social media marketing"-- "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. The 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 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." -- provided by publisher
College of Business and Accountancy Bachelor of Science in Business Administration Major in Marketing Management
In English
9781529731989
2020935728
Internet advertising.
Internet marketing.
Online social networks --Economic aspects.
Social media --Economic aspects.
381.142 T88 / 2021
