Social Media Marketing (ePub)
Theories and Applications
(Sprache: Englisch)
This book is not available as a print inspection copy. To download an e-version click here or for more information contact yourlocal sales representative.
The Second Edition of this text maintains a scholarly approach, providing students with an up-to-date...
The Second Edition of this text maintains a scholarly approach, providing students with an up-to-date...
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This book is not available as a print inspection copy. To download an e-version click here or for more information contact yourlocal sales representative.
The Second Edition of this text maintains a scholarly approach, providing students with an up-to-date understanding of both the theory and practice of social media marketing, whilst taking a thorough refreshment of the cases, examples and the literature.
Itoffers a critical evaluation of the theoretical frameworks that can be used to explain and utilise social media, providing discussion questions and further reading throughout. Readers are invited to think about the different types of social media users and explore topics such as brand loyalty, co-creation, marketing strategy, measurement, mobile platforms, privacy and ethics. As well as tracing the emergence and trends of Web 2.0 and what they mean for marketing, the author also considers the future for social media marketing.
The book is supported by real-life examples and case studies from a range of industries, companies and countries such as China, Canada, Sweden and Singapore. They include DHL (Germany), Dubai Foundation for Women and Children, Google (Taiwan), Addict Aide (France) Canada (opera Vancouver), Britain (British Tourism), Procter& Gamble (Global), Maggi (India), McDonalds (Global), eBags (US/Global), Vodafone (Romania).
Online resources for this book are available here
Suitable for Marketing, Advertising or Media students taking classes on social media or digital marketing at upper undergraduate, Masters or Doctoral level.
The Second Edition of this text maintains a scholarly approach, providing students with an up-to-date understanding of both the theory and practice of social media marketing, whilst taking a thorough refreshment of the cases, examples and the literature.
Itoffers a critical evaluation of the theoretical frameworks that can be used to explain and utilise social media, providing discussion questions and further reading throughout. Readers are invited to think about the different types of social media users and explore topics such as brand loyalty, co-creation, marketing strategy, measurement, mobile platforms, privacy and ethics. As well as tracing the emergence and trends of Web 2.0 and what they mean for marketing, the author also considers the future for social media marketing.
The book is supported by real-life examples and case studies from a range of industries, companies and countries such as China, Canada, Sweden and Singapore. They include DHL (Germany), Dubai Foundation for Women and Children, Google (Taiwan), Addict Aide (France) Canada (opera Vancouver), Britain (British Tourism), Procter& Gamble (Global), Maggi (India), McDonalds (Global), eBags (US/Global), Vodafone (Romania).
Online resources for this book are available here
Suitable for Marketing, Advertising or Media students taking classes on social media or digital marketing at upper undergraduate, Masters or Doctoral level.
Autoren-Porträt von Stephan Dahl
Stephan Dahl is a Senior Lecturer in Marketing at Hull University Business School in England and Adjunct Associate Professor at James Cook University in Australia.
Bibliographische Angaben
- Autor: Stephan Dahl
- 2018, 296 Seiten, Englisch
- Verlag: Sage Publications
- ISBN-10: 1526423006
- ISBN-13: 9781526423009
- Erscheinungsdatum: 05.03.2018
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- Dateiformat: ePub
- Größe: 2.67 MB
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Sprache:
Englisch
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