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Synopsis
Social Media and Mobile Marketing Strategy is the first digital media marketing textbook to combine social media and mobile technology with digital marketing strategy planning. It provides a framework that guides students in setting objectives, segmenting and researching potential markets, examining consumer behavior in the digital market space, and using measurement plans to evaluate success and failure. Working from a strong foundation in marketing theory, this text presents a clear set of processes for executing social media and mobile strategies in order to build brand value.
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About the Author
Randi Priluck is Professor of Marketing at Pace University and Academic Director of the joint Lubin School of Business and Media Storm Master's program in Social Media and Mobile Marketing. She received a Ph.D. in business with a specialization in marketing from Drexel University in 1995 and an MBA from New York University in 1990. Her research in the area of consumer learning has appeared in The Journal of Advertising, Journal of Current Issues and Research in Advertising, Psychology & Marketing, Journal of Marketing Education, Journal of Consumer Marketing, Journal of the Academy of Marketing Science, and The Journal of Brand Management. Her blog on social media research may be read at http://socialmediaandmobileresearch.com/author/rpriluck/
Review
"Social Media and Mobile Marketing Strategy touches on everything needed to gain a basic understanding of how social media and mobile marketing work in today's world. The book does an admirable job of connecting social media and mobile marketing tools to fundamental marketing concepts."--David Smith, Bemidji State University
"A good, practical text that focuses on the application of established marketing practices to social and mobile marketing."--David Gerzof Richard, Emerson College
"This book would have saved me a great deal of sweat and tears when I first entered the social media marketing field as a practitioner."--Terry Damron, Austin Peay State University
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- PublisherOxford University Press
- Publication date2016
- ISBN 10 0190215070
- ISBN 13 9780190215071
- BindingPaperback
- LanguageEnglish
- Edition number1
- Number of pages496
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