Digital strategies : data-driven public relations, marketing, and advertising

著者

    • Luttrell, Regina
    • Emerick, Susan F.
    • Wallace, Adrienne A.

書誌事項

Digital strategies : data-driven public relations, marketing, and advertising

Regina Luttrell, Susan F. Emerick, Adrienne Wallace

Oxford University Press, c2022

  • : pbk

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注記

Author's name "Adrienne A. Wallace" on p. xiv

Includes index

内容説明・目次

内容説明

Digital Strategies explains the role of social media in public relations, marketing, and business decisions. In plain language and engaging case studies this book lays out the strategies, tactics, successes, and challenges of the contemporary media environment so that students learn the fundamentals through practical examples. It is designed to improve the readiness of students entering the field of communications and advance the reader's understanding of the social web and how emerging technologies rooted in artificial intelligence bring new capabilities and insights from social intelligence to the profession.

目次

Part 1: Foundations of Data-driven Insights Chapter 1: An Era of Artificial Intelligence Chapter 2: LUPE Model - Developing Data-driven Campaigns Chapter 3: Anything Can be Measured, Measure What Counts Part 2: Case Studies Chapter 4: Convergence of Social Media, Search, and Content Marketing Chapter 5: Data-driven Influencer Strategy Chapter 6: Creating Compelling Content through Visual Storytelling Chapter 7: Corporate Social Responsibility & Corporate Activism Chapter 8: Engagement through Crowdsourcing & User Generated Content Chapter 9: Social Customer Experience (CX) Chapter 10: Crisis Communications in a Data-driven World Chapter 11: Geofencing and Hypertargeting Strategies Chapter 12: Future Implications of Data-Driven Decisions

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