Social Media Marketing

2. Auflage 2016
ISBN: 978-93-5150-924-0
Verlag: SAGE Publications

Buch, Englisch, 344 Seiten, Format (B × H): 184 mm x 241 mm

The book provides an interesting insight into how the power of social media tools can be harnessed to succeed in business, non-profit organisations and any situation that involves buyers, sellers, makers and users.

Social Media Marketing effectively demonstrates how social media fits into and complements the marketer’s toolbox. The book melds essential theory with practical application as it covers core skills such as strategic planning for social media applications, incorporating these into the execution of the brand’s marketing communications and harnessing social media data to yield customer insights.

This book outlines the ‘Four Zones’ of social media (namely, community, publishing, entertainment and commerce) that marketers can use as a part of their strategic planning processes to achieve their core objectives. This second edition includes new examples of industry developments and academic research to help students remain current in their marketing studies.

Key Features

• Comprehensive, strategic, well-organised and result-oriented coverage

• Integration of latest examples and research data available in a user-friendly layout

• Free companion website with PowerPoint slides, instructor’s manual, test bank and additional case studies

Autoren/Hrsg.

Tuten, Tracy L.

Solomon, Michael R.

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Betriebswirtschaft: Theorie & Allgemeines

Inhaltsverzeichnis

Preface
Acknowledgement
Keys to Icons
Dedication
FOUNDATIONS OF SOCIAL MEDIA MARKETING
The Horizontal Revolution
Social Media Marketing Strategy
Social Consumers
Network Structure and Group Influence in Social Media
THE FOUR ZONES OF SOCIAL MEDIA
Social Community
Social Publishing
Social Entertainment
Social Commerce
SOCIAL MEDIA DATA MANAGEMENT AND MEASUREMENT
Social Media for Consumer Insight
Social Media Metrics
Case: Bellisio Foods’ Michelina Engages Frozen Foodies- Jacqueline Rae Evans
Case: A Startup Seeks to Solve Age-Old Problem with Social App- Amanda Steeley
Case: The Gnome Experiment- Steve Shugartt
Appendix
Introduction
The Experience Strategy
Activation Plan
Management and Measurement
Index

Über Autor(innen)

Solomon, Michael R.
Michael R. Solomon, Ph.D., is the Dirk Warren '50 Sesquicentennial Chair and Professor of Marketing in the Haub School of Business at Saint Joseph’s University in Philadelphia, U.S.A. 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. Professor Solomon is frequently quoted in magazines and newspapers, including Newsweek, The New York Times, and The Wall Street Journal, and he is a Contributor at Forbes.com. He has served as a consultant to numerous fashion marketers, including Calvin Klein, UnderArmour, Timberland, H&M, LUSH Cosmetics and Levi Strauss. In a 2022 ranking of contributions of top scientists in Business and Management, Prof. Solomon was rated #466 in the U.S.A. and #1032 in the world.

Tuten, Tracy L.
Dr. Tracy L. Tuten is a Vice President of Research at Illuminas, where she consults with the world’s leading technology brands. A globally recognized authority in marketing strategy and market research, Dr. Tuten brings decades of experience as an educator, researcher, and consultant to her work. Her academic background includes a Ph.D. in Marketing, and she has served as a two-time Fulbright Scholar, sharing her expertise at universities in Korea and Argentina.

Dr. Tuten’s research has been published in leading journals, including Psychology & Marketing, the Journal of Business Research, and Industrial Marketing Management. She is the author of several acclaimed books, including the award-winning textbook Social Media Marketing (now in its 5th edition), recognized with the Textbook Excellence Award by the Textbook & Academic Authors Association. Her portfolio also includes Advertisers at Work, a collection of interviews with luminaries in the advertising industry, and pioneering texts on digital advertising and e-commerce. As a consultant, Dr. Tuten has advised leading global brands such as Samsung, Adobe, Dell Technologies, and the New York Times, offering expertise in areas such as branding, consumer behavior, and digital marketing strategy.

She remains active in the academic community by teaching at Champlain College, where she continues to share her knowledge and inspire future marketing professionals. Her numerous accolades include the O’Hare Leadership Award in Direct and Interactive Marketing Education, as well as recognition as a Social Media Master by Ad:Tech. Dr. Tuten’s unique blend of academic rigor and practical expertise ensures her contributions remain invaluable in shaping the next generation of marketers.

Follow her updates on X: @brandacity