Social media marketing

By:

Tuten, Tracy L

Contributor(s):

Solomon, Michael R

Material type: Text

TextPublication details: Sage Publications India Pvt. Ltd. New Delhi 2020Edition: 3rdDescription: xxiv, 407 pISBN:

9789353883485

Subject(s):

DDC classification:

658.872 TUT

Summary: Students of MBA and PGDM courses would be the primary target audience for this textbook. It will also be useful to attendees of Executive and Management Development Programs. Social Media Marketing blends essential theory with practical application and covers core skills such as strategic planning for social media applications, incorporating these platforms into the brand’s marketing communications, and harnessing social media data to yield consumer insights. This textbook outlines the “four zones” of social media—community, publishing, entertainment, and commerce—which marketers can use as a part of the strategic planning processes to achieve their core objectives. The new edition has been extensively updated and expanded to include a new chapter on tactical planning and execution, and covers the latest research within social media marketing. It also incorporates new case studies and examples, including Facebook, Instagram, Twitter, and Snapchat; and discusses these in relation to globally recognized brands. This adaptation integrates India-specific examples, cases, and data to make the content suitable for the students of South Asia.

List(s) this item appears in: Marketing | Operation & quantitative Techniques

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Book	Indian Institute of Management LRC General Stacks	Marketing	658.872 TUT (Browse shelf(Opens below))	1	Available		002558

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Students of MBA and PGDM courses would be the primary target audience for this textbook. It will also be useful to attendees of Executive and Management Development Programs.

Social Media Marketing blends essential theory with practical application and covers core skills such as strategic planning for social media applications, incorporating these platforms into the brand’s marketing communications, and harnessing social media data to yield consumer insights. This textbook outlines the “four zones” of social media—community, publishing, entertainment, and commerce—which marketers can use as a part of the strategic planning processes to achieve their core objectives.

The new edition has been extensively updated and expanded to include a new chapter on tactical planning and execution, and covers the latest research within social media marketing. It also incorporates new case studies and examples, including Facebook, Instagram, Twitter, and Snapchat; and discusses these in relation to globally recognized brands. This adaptation integrates India-specific examples, cases, and data to make the content suitable for the students of South Asia.

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