Social Media Marketing - Softcover

Tuten, Tracy L.; Solomon, Michael R.

Softcover

ISBN 10: 1526423871 ISBN 13: 9781526423870

Publisher: SAGE Publications Ltd, 2018

Synopsis

Recipient of the 2017 Textbook Excellence Award from the Textbook & Academic Authors Association (TAA)

"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

Social Media Marketing was the first textbook to cover this vital subject and has quickly become the market leader. It melds 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. The authors outline the "four zones" of social media that marketers can use to help achieve their strategic objectives:

1. Community
2. Publishing
3. Entertainment
4. Commerce
   

The new Third Edition has been extensively updated to include a new chapter on tactical planning and execution, coverage of the latest research within social media marketing, and expanded and all new case studies and examples, including Facebook, Instagram, Twitter, Snapchat, etc., and discussing these in relation to globally recognized brands such as Pokémon Go, Nike, Amazon Kindle, and Lady Gaga.

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.

Suitable for modules and courses on social media marketing.

About this title

About the Author

Tracy L. Tuten, Ph.D., is a professor of marketing and author of several books including co-author of the award-winning textbook, Social Media Marketing. Her first book, Advertising 2.0: Social Media Marketing in a Web 2.0 World, was followed by others on using social media and digital marketing for the enterprise, and the book, Advertisers at Work, which features interviews with luminaries in the field. Dr. Tuten’s publications have appeared in such journals as Journal of Marketing Communications, Psychology & Marketing, and Journal of Business Research. A two-time Fulbright Scholar, she frequently speaks around the world on marketing topics. She’s been recognized with teaching awards at her respective institutions and with national awards, such as the O’Hara Leadership Award in Direct & Interactive Marketing Education. In 2013, she was inducted into the Incredible Women of ECU series, which highlights female graduates of East Carolina University who have reached exceptional levels of achievement in their respective careers.

Review

This is a delightful, practical book and a great addition to the marketer’s toolbox.  I have used the second edition successfully in the classroom, and I highly recommend this comprehensive update.  My favorite part is the ten relevant cases that bring social media marketing to life to deliver a valuable learning experience.   

Author: Mark Burgess Published On: 2017-10-23

About this edition

• Publisher: SAGE Publications Ltd
• Publication date: 2018
• ISBN 10: 1526423871
• ISBN 13: 9781526423870
• Binding: Paperback
• Edition number: 3
• Number of pages: 448