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Social Media and Mobile Marketing Strategy by Randi Priluck (2016, Trade Paperback)

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Authors : Priluck, Randi.

About this product

Product Identifiers

PublisherOxford University Press, Incorporated

ISBN-100190215070

ISBN-139780190215071

eBay Product ID (ePID)228959326

Product Key Features

Number of Pages496 Pages

LanguageEnglish

Publication NameSocial Media and Mobile Marketing Strategy

SubjectMarketing / General, Web / Social Media, E-Commerce / Internet Marketing, General, E-Commerce / General (See Also Computers / Electronic Commerce)

Publication Year2016

TypeTextbook

Subject AreaComputers, Business & Economics

AuthorRandi Priluck

FormatTrade Paperback

Dimensions

Item Height0.9 in

Item Weight25.7 Oz

Item Length9.1 in

Item Width7.5 in

Additional Product Features

Intended AudienceCollege Audience

LCCN2016-014658

Reviews"Social Media and Mobile Marketing Strategy touches on everything needed to gain a basic understanding of how social media and mobile marketing work in today's world. The book does an admirable job of connecting social media and mobile marketing tools to fundamental marketing concepts."--David Smith, Bemidji State University"This book would have saved me a great deal of sweat and tears when I first entered the social media marketing field as a practitioner."--Terry Damron, Austin Peay State University, "Social Media and Mobile Marketing Strategy touches on everything needed to gain a basic understanding of how social media and mobile marketing work in today's world. The book does an admirable job of connecting social media and mobile marketing tools to fundamental marketing concepts."--David Smith, Bemidji State University"A good, practical text that focuses on the application of established marketing practices to social and mobile marketing."--David Gerzof Richard, Emerson College"This book would have saved me a great deal of sweat and tears when I first entered the social media marketing field as a practitioner."--Terry Damron, Austin Peay State University"The author's writing style is clear and logical. I like how ideas are organized - there is a logical flow that is easy to follow and understand. The writing has a somewhat conversational tone to it, which makes it more interesting and engaging."--Elena Bernard, University of Portland, "Social Media and Mobile Marketing Strategy touches on everything needed to gain a basic understanding of how social media and mobile marketing work in today's world. The book does an admirable job of connecting social media and mobile marketing tools to fundamental marketing concepts."--David Smith, Bemidji State University "A good, practical text that focuses on the application of established marketing practices to social and mobile marketing."--David Gerzof Richard, Emerson College "This book would have saved me a great deal of sweat and tears when I first entered the social media marketing field as a practitioner."--Terry Damron, Austin Peay State University, "Social Media and Mobile Marketing Strategy touches on everything needed to gain a basic understanding of how social media and mobile marketing work in today's world. The book does an admirable job of connecting social media and mobile marketing tools to fundamental marketing concepts."-"--David Smith, iBemidji State University

Dewey Edition23

IllustratedYes

Dewey Decimal658.8/72

Table Of ContentChapter 1 - The New Digital Landscape What Are Social Media and Mobile Technologies? Social Media and Mobile Marketing for Brands Life in a Social Media and Mobile World Engagement among and between Customers and Brands The Seven C's of Social Media and Mobile Marketing Integrated Marketing Communications, Traditional and Digital Media Prerequisites for Social and Mobile Strategies Case Study: Herschel Supply's Social Strategy Chapter 2 - Identifying Customers Segmentation Basics Influencers Segmentation for Marketing Strategies Digital Targeting with Big Data Social Positioning Pulling it All Together Case Study: Spotify and the Digital Music Consumer Chapter 3 - Discovering Insights Research for Strategy Development Elements of a Comprehensive Situation Analysis Social Media Listening for Insights Mobile Device Research Case Study: Chobani USA Chapter 4 - Rethinking Consumption The Multimedia Multitasking Consumer Social Media and Mobile Technology in the Consumer Decision-Making Process Group Influence in Social and Mobile Networks Social Communications and Marketer Insights Social Media and Mobile Technology Adoption Case Study: Pinterest Joins the Social Media Superstars Chapter 5 - Developing And Distributing Social Media, Mobile Marketing, and the Marketing Mix Crowdsourcing in Product Development Product Opportunities in Social Media and Mobile Marketing Social Media and Mobile Distribution and E-commerce Case Study: Yammer Chapter 6 - Pricing And Promoting The Impact of Social Media and Mobile Technology on Pricing Strategy Social and Mobile Promotional Strategy Social Media for Executing Sales Promotions Case Study: The Social Cola Wars Chapter 7 - Digital Imperatives The Internet as a Prerequisite for Social and Mobile Strategies The Importance of Search in Marketing Search Engine Optimization Website Design for Achieving Goals Email Marketing and the Mobile Opportunity Case Study: Screwfix's Digital Strategy Chapter 8 - Planning Communications The Importance of Integrated Marketing Communications Advertiser Spending in the Global Market Steps in the Marketing Communications Process Case Study: Porsche's Social Media Planning Chapter 9 - Executing Strategy The Evolution of Media in Digital Marketing Strategies for Social Media Case Study: aden + anais Chapter 10 - Integrating Media Building an Integrated Brand Communications Strategy Budgeting for Marketing Communications Multimedia Message Processing in Advertising Advantages and Disadvantages of Major Media Formats Measuring Advertising Effectiveness Social Media and Mobile Technology in the Media Plan Case Study: Axe and Old Spice Battle in Traditional and Digital Media Chapter 11 - Mobile Touchpoints Mobile Is Booming Researching and Creating Mobile Strategies Mobile Advertising Case Study: Mobile Payments Take Off with Apple Pay Chapter 12 - Examining Metrics Measurement in Digital Marketing Using Financial and Nonfinancial Metrics Attribution Techniques in Social Media and Mobile Market Research Case Study: Pretty Pushers Evaluates Its Strategy Chapter 13 - Legal Matters Should You Trust Marketers? Big Data and the Data Collectors General Regulations That Apply to Data Collection Consumer Privacy, the Law, and Building Consumer Trust Developing Social and Mobile Strategies in a Legal Context Advertising Regulation in Social and Mobile Strategies Case Study: Snapchat and the FTC

SynopsisSocial Media and Mobile Marketing Strategy is the first digital media marketing textbook to combine social media and mobile technology with digital marketing strategy planning. It provides a framework that guides students in setting objectives, segmenting and researching potential markets, examining consumer behavior in the digital market space, and using measurement plans to evaluate success and failure. Working from a strong foundation in marketingtheory, this text presents a clear set of processes for executing social media and mobile strategies in order to build brand value., Social Media and Mobile Marketing Strategy is the first digital media marketing textbook to combine social media and mobile technology with digital marketing strategy planning. It provides a framework that guides students in setting objectives, segmenting and researching potential markets, examining consumer behavior in the digital market space, and using measurement plans to evaluate success and failure. Working from a strong foundation in marketing theory, this text presents a clear set of processes for executing social media and mobile strategies in order to build brand value.

LC Classification NumberHF5415.1265.P74 2017