Tracy L. Tuten

Social Media Marketing (eBook, ePUB)

• Format: ePub

Produktbeschreibung

**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

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 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.

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.

A must-have text for those studying social media marketing.

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Produktdetails

• Verlag: SAGE Publications
• Seitenzahl: 488
• Erscheinungstermin: 18. November 2020
• Englisch
• ISBN-13: 9781529737127
• Artikelnr.: 59493195

Autorenporträt

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

Inhaltsangabe

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
Chapter 12 The Case Zone

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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
Chapter 12 The Case Zone