Social media marketing
著者
書誌事項
Social media marketing
Sage, c2015
2nd ed
- : pbk
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
**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. It shows 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 platforms into the brand's marketing communications executions, and harnessing social media data to yield customer insights.
The authors outline the "Four Zones" of social media that marketers can use to achieve their strategic objectives. These include:
1. Community (e.g. Instagram)
2. Publishing (e.g. Tumblr)
3. Entertainment (e.g. Candy Crush Saga)
4. Commerce (e.g. Groupon)
This Second Edition contains new examples, industry developments and academic research to help students remain current in their marketing studies, as well as a new and improved user-friendly layout to make the text easy to navigate.
The textbook also provides a free companion website that offers valuable additional resources for both instructors and students. Readers of the book are also invited to join the authors and others online by using the hashtag: #smm
目次
Part I: Foundations of Social Media Marketing
Chapter 1. The Horizontal Revolution
Chapter 2. Social Media Marketing Strategy
Chapter 3. Social Consumers
Chapter 4. Network Structure and Group Influence in Social Media
Part II: The Four Zones of Social Media
Chapter 5. Social Community
Chapter 6. Social Publishing
Chapter 7. Social Entertainment
Chapter 8. Social Commerce
Part III: Social Media Data Management and Measurement
Chapter 9. Social Media for Consumer Insight
Chapter 10. Social Media Metrics
Case: Bellisio Foods' Michelina Engages Frozen Foodies by Jacqueline Rae Evans
Case: A Startup Seeks to Solve Age-Old Problem with Social App by Amanda Steeley
Case: The Gnome Experiment by Steve Shugartt
「Nielsen BookData」 より
