Social media marketing management: how to penetrate emerging markets and expand your customer base
This book responds to calls for a systematic approach in understanding the transformations in the social media marketing landscape. To narrow the focus, the book takes a developing economy perspective and presents a comprehensive understanding of social media practices and how these can be integrate...
Gespeichert in:
| Hauptverfasser: | , , , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York, NY ; Abingdon, Oxon
Routledge
2025
|
| Ausgabe: | First published |
| Schriftenreihe: | A productivity press book
|
| Schlagworte: | |
| Zusammenfassung: | This book responds to calls for a systematic approach in understanding the transformations in the social media marketing landscape. To narrow the focus, the book takes a developing economy perspective and presents a comprehensive understanding of social media practices and how these can be integrated in firms’ operational activities to create a competitive advantage.In emerging markets and developing economies (EMDEs), social media provides a technological solution to the economic challenges faced by governments, firms, and people at the bottom of the economic pyramid. Social media is often considered to be fundamentally changing the business paradigm and is increasingly integrated into the marketing function, and EMDEs seem to be quickly finding out that it offers them a relatively low-cost opportunity to potentially leapfrog the competition in developed markets. By using social technology to reach users in different market segments in ways that were impossible before, social sites such as Facebook and X (formerly Twitter) create tremendous new growth opportunities for businesses. As businesses embrace social media solutions however, some challenges emerge in the adoption, utilisation, integration, and implementation of social media systems and tools in EMDEs— hence the need to provide pathways to better integrate social media into the marketing activities of emerging market institutions. This book provides practical guidance on the use of social media in marketing management. It provides contemporary perspectives on social media marketing, and while it is aimed primarily at practitioners, it could also serve as teaching text for undergraduate and postgraduate teaching programmes |
| Beschreibung: | xiv, 238 Seiten Illustrationen, Diagramme |
| ISBN: | 9781032309637 9781032309644 |
Internformat
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| 520 | |a This book responds to calls for a systematic approach in understanding the transformations in the social media marketing landscape. To narrow the focus, the book takes a developing economy perspective and presents a comprehensive understanding of social media practices and how these can be integrated in firms’ operational activities to create a competitive advantage.In emerging markets and developing economies (EMDEs), social media provides a technological solution to the economic challenges faced by governments, firms, and people at the bottom of the economic pyramid. Social media is often considered to be fundamentally changing the business paradigm and is increasingly integrated into the marketing function, and EMDEs seem to be quickly finding out that it offers them a relatively low-cost opportunity to potentially leapfrog the competition in developed markets. By using social technology to reach users in different market segments in ways that were impossible before, social sites such as Facebook and X (formerly Twitter) create tremendous new growth opportunities for businesses. As businesses embrace social media solutions however, some challenges emerge in the adoption, utilisation, integration, and implementation of social media systems and tools in EMDEs— hence the need to provide pathways to better integrate social media into the marketing activities of emerging market institutions. This book provides practical guidance on the use of social media in marketing management. It provides contemporary perspectives on social media marketing, and while it is aimed primarily at practitioners, it could also serve as teaching text for undergraduate and postgraduate teaching programmes | ||
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| id | DE-604.BV049921390 |
| illustrated | Illustrated |
| indexdate | 2024-12-03T11:02:16Z |
| institution | BVB |
| isbn | 9781032309637 9781032309644 |
| language | English |
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| physical | xiv, 238 Seiten Illustrationen, Diagramme |
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| spelling | Hinson, Robert Verfasser (DE-588)1121307914 aut Social media marketing management how to penetrate emerging markets and expand your customer base Robert E. Hinson, David Mhlanga, Kofi Osei-Frimpong, and Joshua Doe First published New York, NY ; Abingdon, Oxon Routledge 2025 xiv, 238 Seiten Illustrationen, Diagramme txt rdacontent n rdamedia nc rdacarrier A productivity press book This book responds to calls for a systematic approach in understanding the transformations in the social media marketing landscape. To narrow the focus, the book takes a developing economy perspective and presents a comprehensive understanding of social media practices and how these can be integrated in firms’ operational activities to create a competitive advantage.In emerging markets and developing economies (EMDEs), social media provides a technological solution to the economic challenges faced by governments, firms, and people at the bottom of the economic pyramid. Social media is often considered to be fundamentally changing the business paradigm and is increasingly integrated into the marketing function, and EMDEs seem to be quickly finding out that it offers them a relatively low-cost opportunity to potentially leapfrog the competition in developed markets. By using social technology to reach users in different market segments in ways that were impossible before, social sites such as Facebook and X (formerly Twitter) create tremendous new growth opportunities for businesses. As businesses embrace social media solutions however, some challenges emerge in the adoption, utilisation, integration, and implementation of social media systems and tools in EMDEs— hence the need to provide pathways to better integrate social media into the marketing activities of emerging market institutions. This book provides practical guidance on the use of social media in marketing management. It provides contemporary perspectives on social media marketing, and while it is aimed primarily at practitioners, it could also serve as teaching text for undergraduate and postgraduate teaching programmes bicssc / Sales & marketing management bicssc / Business mathematics & systems bisacsh / BUSINESS & ECONOMICS / Leadership bisacsh / BUSINESS & ECONOMICS / Business Communication / General bisacsh / BUSINESS & ECONOMICS / Entrepreneurship bisacsh / BUSINESS & ECONOMICS / Industries / Media & Communications bisacsh / BUSINESS & ECONOMICS / General bisacsh / BUSINESS & ECONOMICS / Quality Control Marketing (DE-588)4037589-4 gnd rswk-swf Social Media (DE-588)4639271-3 gnd rswk-swf Social Media (DE-588)4639271-3 s Marketing (DE-588)4037589-4 s DE-604 Mhlanga, David Verfasser (DE-588)1321856334 aut Osei-Frimpong, Kofi Verfasser aut Doe, Joshua Kofi Verfasser (DE-588)1277764832 aut Erscheint auch als Online-Ausgabe 978-1-003-30745-7 |
| spellingShingle | Hinson, Robert Mhlanga, David Osei-Frimpong, Kofi Doe, Joshua Kofi Social media marketing management how to penetrate emerging markets and expand your customer base bicssc / Sales & marketing management bicssc / Business mathematics & systems bisacsh / BUSINESS & ECONOMICS / Leadership bisacsh / BUSINESS & ECONOMICS / Business Communication / General bisacsh / BUSINESS & ECONOMICS / Entrepreneurship bisacsh / BUSINESS & ECONOMICS / Industries / Media & Communications bisacsh / BUSINESS & ECONOMICS / General bisacsh / BUSINESS & ECONOMICS / Quality Control Marketing (DE-588)4037589-4 gnd Social Media (DE-588)4639271-3 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4639271-3 |
| title | Social media marketing management how to penetrate emerging markets and expand your customer base |
| title_auth | Social media marketing management how to penetrate emerging markets and expand your customer base |
| title_exact_search | Social media marketing management how to penetrate emerging markets and expand your customer base |
| title_full | Social media marketing management how to penetrate emerging markets and expand your customer base Robert E. Hinson, David Mhlanga, Kofi Osei-Frimpong, and Joshua Doe |
| title_fullStr | Social media marketing management how to penetrate emerging markets and expand your customer base Robert E. Hinson, David Mhlanga, Kofi Osei-Frimpong, and Joshua Doe |
| title_full_unstemmed | Social media marketing management how to penetrate emerging markets and expand your customer base Robert E. Hinson, David Mhlanga, Kofi Osei-Frimpong, and Joshua Doe |
| title_short | Social media marketing management |
| title_sort | social media marketing management how to penetrate emerging markets and expand your customer base |
| title_sub | how to penetrate emerging markets and expand your customer base |
| topic | bicssc / Sales & marketing management bicssc / Business mathematics & systems bisacsh / BUSINESS & ECONOMICS / Leadership bisacsh / BUSINESS & ECONOMICS / Business Communication / General bisacsh / BUSINESS & ECONOMICS / Entrepreneurship bisacsh / BUSINESS & ECONOMICS / Industries / Media & Communications bisacsh / BUSINESS & ECONOMICS / General bisacsh / BUSINESS & ECONOMICS / Quality Control Marketing (DE-588)4037589-4 gnd Social Media (DE-588)4639271-3 gnd |
| topic_facet | bicssc / Sales & marketing management bicssc / Business mathematics & systems bisacsh / BUSINESS & ECONOMICS / Leadership bisacsh / BUSINESS & ECONOMICS / Business Communication / General bisacsh / BUSINESS & ECONOMICS / Entrepreneurship bisacsh / BUSINESS & ECONOMICS / Industries / Media & Communications bisacsh / BUSINESS & ECONOMICS / General bisacsh / BUSINESS & ECONOMICS / Quality Control Marketing Social Media |
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