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Social Media Marketing
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Social Media Marketing

Third Edition


June 2020 | SAGE Texts

Students of MBA and  PGDM courses would be the primary target audience for this textbook. It will also be useful to attendees of Executive and Management Development Programs.

Social Media Marketing blends 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. This textbook outlines the “four zones” of social media—community, publishing, entertainment, and commerce—which marketers can use as a part of the strategic planning processes to achieve their core objectives.

The new edition has been extensively updated and expanded to include a new chapter on tactical planning and execution, and covers the latest research within social media marketing. It also incorporates new case studies and examples, including Facebook, Instagram, Twitter, and Snapchat; and discusses these in relation to globally recognized brands. This adaptation integrates India-specific examples, cases, and data to make the content suitable for the students of South Asia.

Key Features:


•           Comprehensive, strategic, well-organized, and result-oriented coverage of social media

•           Integrates latest examples and research data from India and the rest of the world in a reader-friendly layout

•           New case studies on Indian brands—Patanjali, Saffola, Durex, and Uber (India)

•           Robust companion website offering additional case studies, instructor resources, test bank, and suggested video links

 

 

 
Preface
 
Preface to the Indian Edition
 
Acknowledgments
 
Online Resources
 
PART I Foundations of Social Media Marketing
 
The Social Media Environment
 
Social Consumers
 
Network Structure and Group Influences in Social Media
 
PART II Social Media Marketing Strategy and Planning
 
Social Media Marketing Strategy
 
Tactical Planning and Execution
 
PART III The Four Zones of Social Media
 
Social Community
 
Social Publishing
 
Social Entertainment
 
Social Commerce
 
PART IV Social Media Data Management and Measurement
 
Social Media Analytics
 
Social Media Metrics
 
PART V Social Media Marketing in Practice
 
Case Zone—10 Case Studies
 
Sample Social Media Marketing Plan
 
Index

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Tracy L. Tuten

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... More About Author

Michael R. Solomon

Michael R. Solomon, Ph.D., is Professor of Marketing and Director of the Center for Consumer Research in the Haub School of Business at Saint Joseph’s University in Philadelphia, Pennsylvania. Professor Solomon’s primary research interests include consumer behavior and lifestyle issues, branding strategy, the psychology of fashion, and marketing applications of virtual worlds and other new media. His textbooks include Consumer Behavior: Buying, Having, and Being; Marketing: Real People, Real Choices; and Better Business. His most recent trade book, The Truth about What Customers Want, was... More About Author

Adapted by: Bikramjit Rishi

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ISBN: 9789353883485
₹650.00