000			01955nam a22001695i 4500
020			_a9789351509240
082			_a658.872 _bTUT/S
100	1		_aTuten, Tracy L.
245	1	0	_aSocial media marketing
250			_a2
260			_aNew Delhi _bSage _c2016
300			_a306p.
520			_aSocial 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. It shows how social media fits into and complements the marketer’s toolbox. The book melds essential theory with practical application as it covers core skills such as strategic planning for social media applications, incorporating these platforms into the brand’s marketing communications executions, and harnessing social media data to yield customer insights. The authors outline the "Four Zones" of social media that marketers can use to achieve their strategic objectives. These include: 1. Community (e.g. Instagram) 2. Publishing (e.g. Tumblr) 3. Entertainment (e.g. Candy Crush Saga) 4. Commerce (e.g. Groupon) This Second Edition contains new examples, industry developments and academic research to help students remain current in their marketing studies, as well as a new and improved user-friendly layout to make the text easy to navigate. The textbook also provides a free companion website that offers valuable additional resources for both instructors and students. Visit: study.sagepub.com/smm. Readers of the book are also invited to join the authors and others online by using the hashtag: #smm
650			_aInternet marketing _aSocial media--Economic aspects _aSocial media _aOnline social networks _aInternet advertising _aMarketing
700			_aSolomon,Michael R
942			_cBK
999			_c59529 _d59529