An introduction to social media marketing:
"Although the Internet has had a massive impact on both society and business, it is the public's adoption of social media which provides its most significant legacy to date, and arguably the technology with the greatest potential for creative marketers. Nevertheless, its newness is also a...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London [u.a.]
Routledge
2015
|
| Ausgabe: | 1. ed., 1. publ. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Zusammenfassung: | "Although the Internet has had a massive impact on both society and business, it is the public's adoption of social media which provides its most significant legacy to date, and arguably the technology with the greatest potential for creative marketers. Nevertheless, its newness is also a challenge, particularly to those of us that aren't "digital natives". This is the first textbook for students that offers a step by step guide to social media marketing. Mirroring its sister text Digital Marketing: a Practical Approach, this book is grounded in solid academic underpinnings, but has a lighter, hands-on approach that is perfect for shorter courses and additional reading. Each section includes bespoke case studies developed to tests the learners' understanding of how the various concepts, models and examples are best applied in real-world scenarios. Moreover, it's supported by the author's excellent website, with a continually updated blog, further cases, and examples of good and bad practice from current events. Topics covered in this book include: BlogsMobile MarketingOnline communities social networks Strategic SMMAnd much more. Social Media Marketing is the first of its kind and ideal reading for students who want to work in a digital marketing environment, as well as the traditional marketer who wants to get to grips with this vibrant, and potentially lucrative tool".. |
| Beschreibung: | Incl. bibliogr. references and index |
| Beschreibung: | XIX, 228 S. Ill., graph. Darst. |
| ISBN: | 9780415856164 9780415856171 |
Internformat
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Datensatz im Suchindex
| _version_ | 1804153237810446336 |
|---|---|
| adam_text | Contents
List of illustrations
їх
Preface
xiii
Acknowledgements
xxi
1
Introduction: social media: the what, why and how
1
PART I
Strategic social media marketing
33
2
Who uses what?
35
3
Social media and the digital transformation
49
4
Ownership and measurement
55
5
Social service and support
66
6
Social customer relationship management
72
7
Social media monitoring for market intelligence
76
PARTII
Operational social media marketing
89
8
Introduction
91
9
Management and staff
103
10
Viral marketing and
ìnfluencers
113
viii
Contents
11
Blogging
127
12
Consumer
reviews
135
13
Social
networking and online communities
149
14
Social sharing
166
15
Social service and support
181
16
Real-time social media marketing
189
17
Event social media marketing
198
18
Online public relations and reputation management
201
19
Advertising on social media
213
20
Epilogue
224
Index
ITI
|
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| isbn | 9780415856164 9780415856171 |
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| spelling | Charlesworth, Alan 1956- Verfasser (DE-588)142797456 aut An introduction to social media marketing Alan Charlesworth 1. ed., 1. publ. London [u.a.] Routledge 2015 XIX, 228 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Incl. bibliogr. references and index "Although the Internet has had a massive impact on both society and business, it is the public's adoption of social media which provides its most significant legacy to date, and arguably the technology with the greatest potential for creative marketers. Nevertheless, its newness is also a challenge, particularly to those of us that aren't "digital natives". This is the first textbook for students that offers a step by step guide to social media marketing. Mirroring its sister text Digital Marketing: a Practical Approach, this book is grounded in solid academic underpinnings, but has a lighter, hands-on approach that is perfect for shorter courses and additional reading. Each section includes bespoke case studies developed to tests the learners' understanding of how the various concepts, models and examples are best applied in real-world scenarios. Moreover, it's supported by the author's excellent website, with a continually updated blog, further cases, and examples of good and bad practice from current events. Topics covered in this book include: BlogsMobile MarketingOnline communities social networks Strategic SMMAnd much more. Social Media Marketing is the first of its kind and ideal reading for students who want to work in a digital marketing environment, as well as the traditional marketer who wants to get to grips with this vibrant, and potentially lucrative tool".. BUSINESS & ECONOMICS / General bisacsh BUSINESS & ECONOMICS / Marketing / General bisacsh BUSINESS & ECONOMICS / Marketing / Direct bisacsh Wirtschaft Internet marketing Online social networks Economic aspects Social media Economic aspects BUSINESS & ECONOMICS / General BUSINESS & ECONOMICS / Marketing / General BUSINESS & ECONOMICS / Marketing / Direct Marketing (DE-588)4037589-4 gnd rswk-swf Social Media (DE-588)4639271-3 gnd rswk-swf (DE-588)4123623-3 Lehrbuch gnd-content Social Media (DE-588)4639271-3 s Marketing (DE-588)4037589-4 s DE-604 Erscheint auch als Online-Ausgabe 978-0-203-72783-6 Digitalisierung UB Regensburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=027934432&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Charlesworth, Alan 1956- An introduction to social media marketing BUSINESS & ECONOMICS / General bisacsh BUSINESS & ECONOMICS / Marketing / General bisacsh BUSINESS & ECONOMICS / Marketing / Direct bisacsh Wirtschaft Internet marketing Online social networks Economic aspects Social media Economic aspects BUSINESS & ECONOMICS / General BUSINESS & ECONOMICS / Marketing / General BUSINESS & ECONOMICS / Marketing / Direct Marketing (DE-588)4037589-4 gnd Social Media (DE-588)4639271-3 gnd |
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| title | An introduction to social media marketing |
| title_auth | An introduction to social media marketing |
| title_exact_search | An introduction to social media marketing |
| title_full | An introduction to social media marketing Alan Charlesworth |
| title_fullStr | An introduction to social media marketing Alan Charlesworth |
| title_full_unstemmed | An introduction to social media marketing Alan Charlesworth |
| title_short | An introduction to social media marketing |
| title_sort | an introduction to social media marketing |
| topic | BUSINESS & ECONOMICS / General bisacsh BUSINESS & ECONOMICS / Marketing / General bisacsh BUSINESS & ECONOMICS / Marketing / Direct bisacsh Wirtschaft Internet marketing Online social networks Economic aspects Social media Economic aspects BUSINESS & ECONOMICS / General BUSINESS & ECONOMICS / Marketing / General BUSINESS & ECONOMICS / Marketing / Direct Marketing (DE-588)4037589-4 gnd Social Media (DE-588)4639271-3 gnd |
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