Social media marketing:
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Los Angeles [u.a.]
Sage
2015
|
| Ausgabe: | 2. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XIV, 332 S. zahlr. Ill., graph. Darst. |
| ISBN: | 9781473913004 9781473913011 |
Internformat
MARC
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| 020 | |a 9781473913011 |c pbk. |9 978-1-4739-1301-1 | ||
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| 245 | 1 | 0 | |a Social media marketing |c Tracy L. Tuten ; Michael R. Solomon |
| 250 | |a 2. ed. | ||
| 264 | 1 | |a Los Angeles [u.a.] |b Sage |c 2015 | |
| 300 | |a XIV, 332 S. |b zahlr. Ill., graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 650 | 4 | |a Internet advertising | |
| 650 | 4 | |a Internet marketing | |
| 650 | 4 | |a Online social networks | |
| 650 | 4 | |a Social media | |
| 650 | 0 | 7 | |a Online-Marketing |0 (DE-588)7706419-7 |2 gnd |9 rswk-swf |
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| 689 | 0 | 1 | |a Soziale Software |0 (DE-588)7550143-0 |D s |
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Datensatz im Suchindex
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|---|---|
| DE-BY-FWS_call_number | 1000/QP 650 T966(2) |
| DE-BY-FWS_katkey | 589311 |
| DE-BY-FWS_media_number | 083101433664 |
| _version_ | 1824553613143310336 |
| adam_text | Titel: Social media marketing
Autor: Tuten, Tracy L
Jahr: 2015
IX Preface Acknowledgments xi List of Figures and Tables xiii About the Authors xv Key to Icons xvi Companion Website xvii Dedication xix PART I Foundations of Social Media Marketing 1 1 The Horizontal Revolution 3 2 Social Media Marketing Strategy ¡3 3 Social Consumers 77 4 Network Structure and Group Influence in Social Media 107 PART II The Four Zones of Social Media 137 5 Social Community 139 6 Social Publishing 165 7 Social Entertainment 201 8 Social Commerce 233 PART III Social Media Data Management and Measurement 263 9 Social Media for Consumer Insight 265 10 Social Media Metrics 280 Cases 315 Appendix 321 Index 327
IX SUMMARY OF CONTENTS Preface Acknowledgments xi List of Figures and Tables xiii About the Authors xv Key to Icons xvi Companion Website xvii Dedication xix PART I Foundations of Social Media Marketing 1 1 The Horizontal Revolution 3 Greetings, Digital Native 4 Zones of Social Media 7 Web 2.0: The Defining Characteristics of Social Media 12 The Infrastructure of Social Media 16 Show Me the Money! 19 The Fifth P of Marketing 21 Careers in Social Media 32 2 Social Media Marketing Strategy ¡3 Strategic Planning and Social Media Marketing 44 Social Media Campaigns: The Strategic Planning Process 51 Develop a Planning Structure in the Organization 65 3 Social Consumers 77 Segmentation and Targeting for Social Media Marketing 78 Social Identity: Touchpoints in a Wired Life 82 A Wired World: Social Media Usage 89 Motives and Attitudes Influencing Social Media Activities 89 Social Media Segments 94 4 Network Structure and Group Influence in Social Media 107 Community Structure 108 How Ideas Travel in an Online Community 116 Group Influence and Social Capital 121 PART II The Four Zones of Social Media 137 5 Social Community 139 The Social Community Zone 140 Participation in Social Networks 140 Engagement 147 Marketing Applications in the Social Community Zone 150
165 166 166 173 177 201 202 204 217 220 224 225 233 234 235 242 253 263 265 2 66 269 274 279 283 289 291 296 315 315 317 318 321 321 324 325 325 327 viii SOCIAL MEDIA MARKETING 6 Social Publishing The Social Publishing Zone Publishing Content Developing and Organizing Content Social Publishing Strategies 7 Social Entertainment The Social Entertainment Zone Social Games Alternate Reality Games: A Transmedia Genre Social Music Social TV Social Celebrity 8 Social Commerce The Zone of Social Commerce Social Commerce: The Digital Shopping Experience Social Commerce Strategies Benefits of Social Commerce PART III Social Media Data Management and Measurement 9 Social Media lor Consumer Insight The Role of Social Media in Research Social Media Listening: The Research Process Caution! Research Errors and Biases Social Data Management Primary Social Media Research 10 Social Media Metrics What Matters Is Measured The Evaluation and Measurement Process: DATA Cases Case: Bellisio Foods’ Michelina’s Engages Frozen Foodies Jacqueline Rae Evans Case: A Startup Seeks to Solve Age-Old Problem With Social App Amanda Steeley Case: The Gnome Experiment Steven Shugartt Appendix Introduction The Experience Strategy Activation Plan Management and Measurement Index
|
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| dewey-full | 658.8/72 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8/72 |
| dewey-search | 658.8/72 |
| dewey-sort | 3658.8 272 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 2. ed. |
| format | Book |
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| id | DE-604.BV042384036 |
| illustrated | Illustrated |
| indexdate | 2025-02-20T06:38:39Z |
| institution | BVB |
| isbn | 9781473913004 9781473913011 |
| language | English |
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| oclc_num | 915580153 |
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| physical | XIV, 332 S. zahlr. Ill., graph. Darst. |
| publishDate | 2015 |
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| spellingShingle | Tuten, Tracy L. 1967- Solomon, Michael R. 1956- Social media marketing Internet advertising Internet marketing Online social networks Social media Online-Marketing (DE-588)7706419-7 gnd Soziale Software (DE-588)7550143-0 gnd |
| subject_GND | (DE-588)7706419-7 (DE-588)7550143-0 |
| title | Social media marketing |
| title_auth | Social media marketing |
| title_exact_search | Social media marketing |
| title_full | Social media marketing Tracy L. Tuten ; Michael R. Solomon |
| title_fullStr | Social media marketing Tracy L. Tuten ; Michael R. Solomon |
| title_full_unstemmed | Social media marketing Tracy L. Tuten ; Michael R. Solomon |
| title_short | Social media marketing |
| title_sort | social media marketing |
| topic | Internet advertising Internet marketing Online social networks Social media Online-Marketing (DE-588)7706419-7 gnd Soziale Software (DE-588)7550143-0 gnd |
| topic_facet | Internet advertising Internet marketing Online social networks Social media Online-Marketing Soziale Software |
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| work_keys_str_mv | AT tutentracyl socialmediamarketing AT solomonmichaelr socialmediamarketing |
Inhaltsverzeichnis
THWS Würzburg Zentralbibliothek Lesesaal
| Signatur: |
1000 QP 650 T966(2) |
|---|---|
| Exemplar 1 | ausleihbar Verfügbar Bestellen |