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Social Media Marketing
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Social Media Marketing

Fifth Edition
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November 2023 | 464 pages | SAGE Publications Ltd

The original, bestselling, and award-winning textbook on social media marketing, featuring all the essential topics, concepts, research, and practical application for study and career success.

Now thoroughly updated in this fifth edition to reflect the latest developments in social media marketing research and practice, and with new case studies and examples, including brands such as Apple, Cadbury, LUSH Cosmetics and Zoom.

A must-read for all students and practitioners of social media marketing.

Tracy L. Tuten is a professor of marketing at Sofia University, USA.

 
PART I: Foundations of Social Media Marketing
 
Chapter 1 The Social Media Environment
 
Chapter 2 Social Consumers
 
Chapter 3 Network Structure and Group Influences in Social Media
 
PART II: Social Media Marketing Strategy and Planning
 
Chapter 4 Social Media Marketing Strategy
 
Chapter 5 Tactical Planning and Execution
 
PART III: The Four Zones of Social Media
 
Chapter 6 Social Community
 
Chapter 7 Social Publishing
 
Chapter 8 Social Entertainment
 
Chapter 9 Social Commerce
 
PART IV: Social Media Data Management and Measurement
 
Chapter 10 Social Media Analytics
 
Chapter 11 Social Media Metrics
 
PART V: Social Media Marketing in Practice
 
Chapter 12 The Case Zone

Tracy L. Tuten

Tracy L. Tuten is a professor of marketing at Sofia University, USA 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... More About Author

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