Download or read book Social Media Marketing written by Philip Kotler and published by . This book was released on 2020-05-04 with total page 232 pages. Available in PDF, EPUB and Kindle. Book excerpt: Ranked among the best marketing/advertisement books in the world by Bookauthority Here comes the 4th edition of the global bestseller 'Social Media Marketing' by marketing guru Philip Kotler, Svend Hollensen and Marc Opresnik. Marketing communication is undergoing a digital revolution. The increasing popularity of blogging, podcasting, and social networks enables world customers to broadcast their views about a product or service to a potential audience of billions. Traditional advertising does not work as well as it has in the past. This completely revised and extended fourth edition of this guide, chosen by Bookauthority as one of the best marketing/advertising books in the world, leads readers through the maze of communities, platforms, and social media tools so that they can better decide which tools to use, and how to use them most effectively. For beginners overwhelmed by too many choices as well as experienced professionals eager to improve their game, this comprehensive book is full of tactics that have been proven to work in the real marketing world. This book will take you beyond the jargon to social media marketing mastery. Reviews 'This book is an indispensable guidance for 21st century professional marketers, who seek to leverage social media to win in consumer communication.' Kohzoh Takaoka, President & CEO, Nestlé Japan Ltd. 'This is the book that will help you master social media, the indispensable element in every marketing program.' Al Ries, Chairman, Ries & Ries 'This book is a comprehensive treatment of social media marketing where the principles and strategies laid out for the executives could result in a significant profitable growth for many firms.' V Kumar, Ph.D., Richard and Susan Lenny Distinguished Chair, & Regents' Professor of Marketing, Georgia State University, USA 'This guide provides a solid, succinct overview of social media, practical tips which marketers can feed into their social media strategies and which researchers can use to further understand the phenomena they study in the social media context.' Dr. Violetta Wilk, Ph.D., Researcher and Lecturer in Marketing, Edith Cowan University, Perth, Australia The authors Philip Kotler is the S. C. Johnson & Son Distinguished Professor of International Marketing at Northwestern University's Kellogg School of Management, and one of the world's leading authorities on marketing. His writing has defined marketing around the world for the past decades. Philip Kotler is the recipient of numerous awards and honorary degrees and is widely considered as the 'Father of Modern Marketing'. Svend Hollensen is an Associate Professor of International Marketing at the University of Southern Denmark. He is the author of globally published textbooks and several articles in well-recognised journals. Svend Hollensen has also worked as a consultant for several multinational companies, as well as global organizations like the World Bank. Marc Opresnik is a Distinguished Professor of Marketing at the Technische Hochschule Lübeck and Member of the Board of Directors at SGMI Management Institute St. Gallen. He is Chief Research Officer at Kotler Impact Inc. and a global co-author of marketing legend Philip Kotler. With his many years of international experience, Marc Opresnik is one of the world's most renowned marketing, management and negotiation experts.
Download or read book Social Media Marketing written by Tracy L. Tuten and published by Pearson Educacion. This book was released on 2013 with total page 244 pages. Available in PDF, EPUB and Kindle. Book excerpt: The social media content that students and their future employers need to have. Tuten/Solomon is the first social media marketing textbook that focuses on showing students how social media fits into the marketer's toolbox.
Download or read book Strategic Social Media Management written by Karen E. Sutherland and published by Springer Nature. This book was released on 2020-12-21 with total page 431 pages. Available in PDF, EPUB and Kindle. Book excerpt: This textbook provides a lively introduction to the fast-paced and multi-faceted discipline of social media management with international examples and perspectives. Aside from focusing on practical application of marketing strategy, the textbook also takes students through the process of strategy development, ethical and accurate content curation, and strategy implementation, through detailed explanations of content creation. Combining theory and practice, Strategic Social Media Management teaches students how to take a strategic approach to social media from an organisational and business perspective, and how to measure results. Richly supported by robust and engaging pedagogy and cases in each chapter, it integrates perspectives from public relations, marketing and advertising, and examines key topics such as risk, ethics, privacy, consent, copyright issues, and crises management. It also provides dedicated coverage of content strategy and campaign planning and execution. Reflecting the demands of contemporary practice, advice on self-care for social media management is also offered, helping to protect people in this emerging profession from the negativity that they can experience online when managing an organisation’s social media presence. After reading this textbook, students will be able to develop a social media strategy, curate accurate and relevant content, and create engaging social media content that tells compelling stories, connects with target audiences and supports strategic goals and objectives. This is an ideal textbook for students studying social media strategy, marketing and management at undergraduate level. It will also be essential reading for marketing, public relations, advertising and communications professionals looking to hone their social media skills and strategies.
Download or read book Social Media Management written by Ben Ryan Shields and published by Oxford University Press, USA. This book was released on 2017 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Social Media Management: Persuasion in Networked Culture is designed for graduate students taking courses in social media or digital media strategy. It will equip readers with the frameworks and tools to answer the "Now what?" question. Based on the author's extensive experience in the social media industry and his qualitative and quantitative research on best practices, this book will uncover the formula for social media success today and in the future. After reading this book, students will be prepared to maximize social media to accomplish their key objectives, whether it's to build a brand, increase sales, or create an organizational culture"--
Download or read book Competitive Social Media Marketing Strategies written by Gordon Bowen and published by Business Science Reference. This book was released on 2016 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: "This book presents a critical examination on the integration of social networking platforms into business tactics and the challenges presented by consumers' use of these online communities, highlighting pivotal issues such as brand management, customer loyalty, and online services"--
Download or read book Social Media Made Simple written by Joshua Cutler and published by . This book was released on 2017-04-23 with total page 89 pages. Available in PDF, EPUB and Kindle. Book excerpt: Social media mаnаgеmеnt hаѕ bееn соnfirmеd tо bе rеlеvаnt when it соmеѕ tоrenewing оnе''ѕ brand or creating awareness for a new brаnd or product. A lot оffirmѕ have thеir reasons for сhооѕing social mеdiа аѕ a fоrm оf аdvеrtiѕing thеirnеw brаnd, gооdѕ оr services.Onе оf ѕuсh rеаѕоnѕ whу these firmѕ mаkе social media management thеirnumber one сhоiсе when it соmеѕ tо mаrkеting, it is bаѕеd оn thе fact thаt ѕосiаlѕitеѕ are very active in spreading infоrmаtiоn about a раrtiсulаr brand оr servicewithin a short реriоd.Whеn оnе engages in marketing, it givеѕ him оr hеr opportunity to liѕtеn, rеаdаnd learn frоm whаt his оr hеr targeted аudiеnсе ѕауѕ concerning the рrоduсtѕ оrservices bеing offered. The rеѕроnѕеѕ frоm thеѕе uѕеrѕ will go a lоng wау tоdеtеrmining hоw the buѕinеѕѕ оwnеr or marketer makes аn аdjuѕtmеnt tоеnhаnсе the efficacy of thе рrоduсt or ѕеrviсе bеing оffеrеd to thе targetedaudience.Sосiаl media mаnаgеmеnt will hеlр you tо make аll уоur аdvеrtiѕing efforts onthiѕ tуре оf platform much more efficient. It gоt itѕ start аѕ a simple way tо аllоwреорlе tо еxрrеѕѕ themselves and let thеir friеndѕ аnd acquaintances know whatthеу were dоing аt any givеn timе, аnd whаt it wаѕ thаt was оn their mindѕ.Sinсе its inсерtiоn, thе ѕосiаl mеdiа сrаzе has еxрlоdеd аnd rарidlу become аnаdvеrtiѕing phenomenon. Thеrе аrе quitе a few оf thеѕе ѕitеѕ аll оvеr the Intеrnеttoday, аnd mаnу people uѕе multiрlеѕ оf thеm as thеу ѕtау in touch with friеndѕаnd роtеntiаl сuѕtоmеrѕ.That makes it imроrtаnt that уоu uѕе ѕосiаl mеdiа mаnаgеmеnt to rеmаin on topоf сurrеnt trеndѕ аnd ѕtау current with уоur еffоrtѕ аt аdvеrtiѕing your buѕinеѕѕ.Aѕ wе have ѕееn with рrint аdvеrtiѕing ѕuсh аѕ nеwѕрареrѕ, mаilеrѕ, and evenradio аnd television соmmеrсiаlѕ, these mаinѕtауѕ оf thе аdvеrtiѕing industryhаvе waned in recent уеаrѕ in thеir ability tо rеасh thе tаrgеtеd аudiеnсе.
Download or read book The B2B Social Media Book written by Kipp Bodnar and published by John Wiley & Sons. This book was released on 2011-12-20 with total page 216 pages. Available in PDF, EPUB and Kindle. Book excerpt: Advance your B2B marketing plans with proven social media strategies Learn social media's specific application to B2B companies and how it can be leveraged to drive leads and revenue. B2B marketers are undervalued and under appreciated in many companies. Social media and online marketing provide the right mix of rich data and reduction in marketing expenses to help transform a marketer into a superstar. The B2B Social Media Book provides B2B marketers with actionable advice on leveraging blogging, LinkedIn, Twitter, Facebook and more, combined with key strategic imperatives that serve as the backbone of effective B2B social media strategies. This book serves as the definitive reference for B2B marketers looking to master social media and take their career to the next level. Describes a methodology for generating leads using social media Details how to create content offers that increase conversion rates and drive leads from social media Offers practical advice for incorporating mobile strategies into the marketing mix Provides a step-by-step process for measuring the return on investment of B2B social media strategies The B2B Social Media Book will help readers establish a strong social media marketing strategy to generate more leads, become a marketing superstar in the eye of company leaders, and most importantly, contribute to business growth.
Download or read book Digital and Social Media Marketing written by Nripendra P. Rana and published by Springer Nature. This book was released on 2019-11-11 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Download or read book Computer Mediated Marketing Strategies Social Media and Online Brand Communities written by Bowen, Gordon and published by IGI Global. This book was released on 2014-10-31 with total page 428 pages. Available in PDF, EPUB and Kindle. Book excerpt: For years, technology has been the impetus for progress in various processes, systems, and businesses; it shows no sign of ceasing further development. The application of technology-driven processes in promotionally-oriented environments has become more and more common in todays business world. Computer-Mediated Marketing Strategies: Social Media and Online Brand Communities brings together marketing approaches and the application of current technology, such as social networking arenas, to show how this interaction creates a successful competitive advantage. Focusing on qualitative research, various technological tools, and diverse Internet environments, this book is a necessary reference source for academics, management practitioners, students, and professionals interested in the application of technology in promotionally-oriented processes.
Download or read book Sports Media Marketing and Management written by Information Resources Management Association and published by Business Science Reference. This book was released on 2018 with total page 475 pages. Available in PDF, EPUB and Kindle. Book excerpt: "This book is a comprehensive reference source for the latest scholarly material on the effectiveness of current methodologies and theories in an effort to improve promotional activities, management, and the organization of all aspects of the sports industry. Highlighting a range of pertinent topics such as brand management, social media, and sports tourism marketing"--
Download or read book Social Media Marketing written by Melissa S. Barker and published by Cengage Learning. This book was released on 2012-03-01 with total page 250 pages. Available in PDF, EPUB and Kindle. Book excerpt: SOCIAL MEDIA MARKETING: A STRATEGIC APPROACH, International Edition promises to be the seminal textbook in the field with its distinctive conceptual foundation and practical approach to developing successful social media marketing plans. A proven eight-step social media planning model provides students with a cumulative learning experience, showing them how to construct social media strategies that achieve desired marketing goals.
Download or read book Social Media Marketing in Tourism and Hospitality written by Roberta Minazzi and published by Springer. This book was released on 2014-11-01 with total page 178 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book describes ongoing developments in social media within the tourism and hospitality sector, highlighting impacts on both the demand and the supply side. It offers a combination of theory and practice, with discussion of real-life business experiences. The book is divided into three parts, the first of which provides an overview of recent trends in social media and user-generated content, clarifies concepts that are often used in an overlapping way and examines the “digitization of word of mouth” via online networks. The second part analyzes the impacts that social media can have on traveler behavior for each step in the travel process and also on suppliers, highlighting opportunities, threats and strategies. In the third part of the book, future potential trends deriving from the mobile marketing technologies are explored and possible methods for social monitoring by means of key performance indicators are examined. It is considered how engaging customers and prospects by means of social media might increase customer loyalty, foster electronic word-of-mouth communication, and consequently have important effects on corporate sales and revenues. The discussion encompasses methods to measure company performance on each of the social media in order to understand the optimal mix that will support and improve business strategies.
Download or read book Social Media ROI written by Olivier Blanchard and published by Pearson Education. This book was released on 2011-02-22 with total page 485 pages. Available in PDF, EPUB and Kindle. Book excerpt: Use Social and Viral Technologies to Supercharge Your Customer Service! Use this book to bring true business discipline to your social media program and align with your organization’s goals. Top branding and marketing expert Olivier Blanchard brings together new best practices for strategy, planning, execution, measurement, analysis, and optimization. You will learn how to define the financial and nonfinancial business impacts you are aiming for--and achieve them. Social Media ROI delivers practical solutions for everything from structuring programs to attracting followers, defining metrics to managing crises. Whether you are in a startup or a global enterprise, this book will help you gain more value from every dime you invest in social media. You’ll learn how to: Align social communications with broader business goals and functions Plan for effective performance measurement Establish clarity of vision, purpose, and execution Implement guidelines and operations for effectively managing social media Get started by “listening before talking” Integrate social media into long-term marketing programs, short-term campaigns, and brand initiatives Use social media to deliver real-time, optimized customer support Leverage mobility and the “on-the-fly” social media culture Measure FRY (Frequency, Reach, and Yield) Includes a foreword by Brian Solis.
Download or read book Contemporary Issues in Social Media Marketing written by Bikramjit Rishi and published by Routledge. This book was released on 2017-07-28 with total page 273 pages. Available in PDF, EPUB and Kindle. Book excerpt: In a short time span, social media has transformed communication, as well as the way consumers buy, live and utilize products and services. Understanding the perspectives of both consumers and marketers can help organizations to design, develop and implement better social media marketing strategies. However, academic research on social media marketing has not kept pace with the practical applications and this has led to a critical void in social media literature. This new text expertly bridges that void. Contemporary Issues in Social Media provides the most cutting edge findings in social media marketing, through original chapters from a range of the world’s leading specialists in the area. Topics include: • The consumer journey in a social media world • Social media and customer relationship management (CRM) • Social media marketing goals and objectives • Social media and recruitment • Microblogging strategy And many more. The book is ideal for students of social media marketing, social media marketing professionals, researchers and academicians who are interested in knowing more about social media marketing. The book will also become a reference resource for those organizations which want to use social media marketing for their brands.
Download or read book Application of Gaming in New Media Marketing written by Mishra, Pratika and published by IGI Global. This book was released on 2018-09-07 with total page 312 pages. Available in PDF, EPUB and Kindle. Book excerpt: The advent of the internet largely changed the landscape of marketing to adopt a wide variety of communication techniques and creative selling on virtual platforms. Gaming provides a highly pervasive and influential mode of offering new media communication to consumers that can be further improved by digital innovation. Application of Gaming in New Media Marketing is a collection of vital research on the methods and applications of gaming in marketing, including its growth, recent trends, practices, issues, and main challenges. Highlighting a range of topics including digital advertising, media planning, and social media marketing, this book is ideally designed for marketers, software developers, managers, business researchers, academicians, and graduate-level students seeking current research on new and innovative methods to reach and connect with audiences through games in a highly interactive, measurable, and focused way.
Download or read book Social Marketology Improve Your Social Media Processes and Get Customers to Stay Forever written by Ric Dragon and published by McGraw Hill Professional. This book was released on 2012-06-22 with total page 225 pages. Available in PDF, EPUB and Kindle. Book excerpt: Manage all your social media marketing efforts with repeatable, improvable processes Winner of a 2013 Small Business Book Award for Social Media “In studying social media we must also embrace social sciences. Sociology, psychology, neuroscience, statistical analysis, ethnography, as well as marketing are at the source of Social Marketology, and Dragon explains how and why it matters to business.” —Brian Solis, author of Then End of Business as Usual “There is no longer any doubt that social media is one of the key digital trends that are reshaping today’s industries, brands, and customer networks. Ric Dragon’s immensely practical guide will help you get the most out of your own social media investment by identifying the processes and best practices that build real and valuable business relationships. Read it, and use it, today!” —David Rogers, bestselling author of The Network is Your Customer “If you think Facebook, Twitter, and the like are simply trends or fads, you’re missing the bigger picture. Consumers are more connected than ever before, and they are highly untethered (thanks to smartphones and tablets). Now that we’re past the whole ‘Do I really need social media for my business?’ Ric is here with Social Marketology, a smart look at how to get social media organized for your business.” —Mitch Joel, President of Twist Image and author, blogger, and podcaster at Six Pixels of Separation About the Book: Covering subjects ranging from the best-tasting breakfast cereal to the latest developments in cancer treatment, personal interactions are occurring with increased frequency on social media. And if you want to connect with customers, you have no choice but to join their conversations. This much has been established by the mountains of social media marketing literature produced in recent years. What has not been established are the best practices for creating the most ideal social media strategy for your particular needs—and that’s where this book comes in. In Social Marketology, cofounder Ric Dragon of the renowned search engine marketing firm DragonSearch, takes social media marketing to the next step—showing how to choose the best tools for your needs and develop a strategy tailored to your goals. Drawing from such process methodologies as LEAN and the Capability Maturity Model, Dragon helps you develop a social media process that is quantifiable, repeatable—and improvable. His process is based on these basic steps: Focus on desirable outcomes: Vision, Goals, Objectives, and Metrics Pinpoint the very smallest segments of your customers Determine the communities to which these microsegments belong Identify the influencers of those communities Create an action plan for your project Measure and constantly improve your efforts The beauty of Dragon’s method is its core flexibility. New social media platforms are guaranteed to pop up in the near future. Any strategy based on the methods in this book can be adapted to take full advantage of them. The age of blind trial and error for social media marketers is over. Social Marketology provides the means to implement an effective campaign that is testable, controllable, and fully integrated within broader campaigns and goals.
Download or read book Social Media Marketing Management written by Robert E. Hinson and published by CRC Press. This book was released on 2024-08-02 with total page 253 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book responds to calls for a systematic approach in understanding the transformations in the social media marketing landscape. To narrow the focus, the book takes a developing economy perspective and presents a comprehensive understanding of social media practices and how these can be integrated in firms’ operational activities to create a competitive advantage. In emerging markets and developing economies (EMDEs), social media provides a technological solution to the economic challenges faced by governments, firms, and people at the bottom of the economic pyramid. Social media is often considered to be fundamentally changing the business paradigm and is increasingly integrated into the marketing function, and EMDEs seem to be quickly finding out that it offers them a relatively low-cost opportunity to potentially leapfrog the competition in developed markets. By using social technology to reach users in different market segments in ways that were impossible before, social sites such as Facebook and X (formerly Twitter) create tremendous new growth opportunities for businesses. As businesses embrace social media solutions however, some challenges emerge in the adoption, utilisation, integration, and implementation of social media systems and tools in EMDEs— hence the need to provide pathways to better integrate social media into the marketing activities of emerging market institutions. This book provides practical guidance on the use of social media in marketing management. It provides contemporary perspectives on social media marketing, and while it is aimed primarily at practitioners, it could also serve as teaching text for undergraduate and postgraduate teaching programmes.
