The original, bestselling, and award-winning textbook on social media marketing, featuring all the essential topics, concepts, research, and practical application for study and career success.

Now thoroughly updated in this fifth edition to reflect the latest developments in social media marketing research and practice, and with new case studies and examples, including brands such as Apple, Cadbury, LUSH Cosmetics and Zoom.

A must-read for all students and practitioners of social media marketing.

Tracy L. Tuten is a professor of marketing at Sofia University, USA.

Produktinformation

Utgivningsdatum:2023-11-27
Mått:240 x 20 x 190 mm
Vikt:0 g
Format:Häftad
Språk:Engelska
Serie:SAGE LTD
Antal sidor:464
Upplaga:5
Förlag:SAGE Publications
ISBN:9781529623819

Utforska kategorier

Marknadsföring på nätet inom Ekonomi och Ledarskap

Mer om författaren

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

Recensioner i media

The textbook is the best one (by far) of the 4 or 5 I have inspected. I will adopt the textbook as soon as my school activates this new course . . .

Innehållsförteckning

PART I: Foundations of Social Media MarketingChapter 1 The Social Media EnvironmentChapter 2 Social ConsumersChapter 3 Network Structure and Group Influences in Social MediaPART II: Social Media Marketing Strategy and PlanningChapter 4 Social Media Marketing StrategyChapter 5 Tactical Planning and ExecutionPART III: The Four Zones of Social MediaChapter 6 Social CommunityChapter 7 Social PublishingChapter 8 Social EntertainmentChapter 9 Social CommercePART IV: Social Media Data Management and MeasurementChapter 10 Social Media AnalyticsChapter 11 Social Media MetricsPART V: Social Media Marketing in PracticeChapter 12 The Case Zone