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Social Media Marketing
106,38 € *
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This book focuses on the role of social media as the next major game-changer. Social media has emerged as the defining trend in the last decade and continues to restructure communication and interactions between individuals, communities, governments and businesses. Researchers and marketers are still struggling with the profound impact of rapidly evolving social media on viral user-generated content, its ability to shape consumer perceptions, and the constantly changing landscape for developing business cases to proactively engage with stakeholders. The growing opportunities to "hear" about customer priorities and concerns on company managed channels as well as third-party review sites, including social media pages, across the digital space are accompanied by the challenges of responding to these conversations in real-time, which calls for a massive shift in the way marketing functions engage in dialogue with customers.As leading users of social media in emerging markets, Indians are increasingly logging into their Facebook and Twitter accounts, with the country recording the highest growth in social networking. This book begins by discussing the impact of social media on marketing, from brand building, communications, and advertising to customization and customer engagement. The book approaches the subject matter systematically, identifying broad trends, concepts and frameworks in the first few chapters. It then goes on to address the varied application of social media in marketing for different sectors. Primarily focusing on understanding digital consumers, the book integrates social media with marketing and the outcome. It also presents new, selected cases of successful digital companies in emerging markets never before considered. Researchers and managers alike will find this book to be a handy reference guide to social media in emerging markets.

Anbieter: Dodax AT
Stand: 18.01.2020
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Social Media Marketing
106,38 € *
ggf. zzgl. Versand

This book focuses on the role of social media as the next major game-changer. Social media has emerged as the defining trend in the last decade and continues to restructure communication and interactions between individuals, communities, governments and businesses. Researchers and marketers are still struggling with the profound impact of rapidly evolving social media on viral user-generated content, its ability to shape consumer perceptions, and the constantly changing landscape for developing business cases to proactively engage with stakeholders. The growing opportunities to "hear" about customer priorities and concerns on company managed channels as well as third-party review sites, including social media pages, across the digital space are accompanied by the challenges of responding to these conversations in real-time, which calls for a massive shift in the way marketing functions engage in dialogue with customers.As leading users of social media in emerging markets, Indians are increasingly logging into their Facebook and Twitter accounts, with the country recording the highest growth in social networking. This book begins by discussing the impact of social media on marketing, from brand building, communications, and advertising to customization and customer engagement. The book approaches the subject matter systematically, identifying broad trends, concepts and frameworks in the first few chapters. It then goes on to address the varied application of social media in marketing for different sectors. Primarily focusing on understanding digital consumers, the book integrates social media with marketing and the outcome. It also presents new, selected cases of successful digital companies in emerging markets never before considered. Researchers and managers alike will find this book to be a handy reference guide to social media in emerging markets.

Anbieter: Dodax
Stand: 18.01.2020
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Social Media Marketing
24,99 € *
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Das vorliegende Buch befasst sich mit dem für das Marketing neuen Instrument der sozialen Medien wie Facebook, Twitter oder Xing und der entsprechenden Beratung in Bezug auf Social Media Marketing von Unternehmen. Aufgrund der Neuartigkeit und besonderen Eigenschaften von Social Media Marketing benötigen Unternehmen nicht selten Beratung von entsprechenden Agenturen, um soziale Medien zweckdienlich in den Marketing-Mix zu integrieren. Da die Beratung bzgl. Social Media Marketing verhältnismäßig wenig Beachtung in der wissenschaftlichen Literatur findet, ist die Zielstellung dieser Arbeit, den Gegenstandsbereich der Social Media Marketing-Beratung genauer zu untersuchen.Die Thesis setzt sich, neben der Erläuterung von Hintergründen des Social Media Marketing für ein klareres Verständnis, vor allem mit der Gegenüberstellung des möglichen und theoretischen Beratungsbedarfs von Unternehmen hinsichtlich Social Media Marketing und den tatsächlichen und praktischen Leistungsangeboten von (Social Media-) Beratungsagenturen auseinander. Dabei wird der Fragestellung nachgegangen, inwiefern sich Nachfrage und Angebot decken bzw. das Leistungsportfolio von zuständigen Agenturen generell angepasst werden könnte.

Anbieter: Dodax
Stand: 18.01.2020
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Social Marketing in Action
72,50 € *
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This textbook provides students with real-world social marketing case studies from different countries and regions around the world, taking learners from classroom theory to practice. The primary objective is to clearly portray to students distinct, identifiable steps that are essential for successful social marketing campaigns. Core social marketing practices are applied to each case to help students master social marketing principles and apply them to their own real world social marketing activities in order to affect positive social change.While social marketing is a growing field evidenced by the formation of associations and an increase in academic courses and programs at various universities around the world, there is still considerable confusion surrounding the field in which social marketing is mistaken for digital or social media marketing or social advertising. This textbook is structured to help combat this misconception. It is presented in five parts. Part I clearly and concisely explains the practice of social marketing in five chapters. This includes coverage of key social marketing concepts such as macro and upstream social marketing, ethics, formative and evaluative research, and theories used in social marketing.Parts II-V feature 24 social marketing case studies presented with a clear, consistent structure that includes:· Background· SWOT· Objectives· Target audience· Barriers and benefits· Competition· Positioning· Research· The 4 P's· Evaluation· DiscussionThis format allows for students and professors to easily and effectively select individual cases and compare between cases. This textbook also allows instructors to encourage critical thinking by having students compare and contrast not only the cases themselves, but the applications used. In addition, teaching guides with answers to discussion questions, suggestions for activities inside and outside of the classroom and further readings are available to assist professors in teaching from this book. This textbook provides students with real-world social marketing case studies from different countries and regions around the world, taking learners from classroom theory to practice. The primary objective is to clearly portray to students distinct, identifiable steps that are essential for successful social marketing campaigns. Core social marketing practices are applied to each case to help students master social marketing principles and apply them to their own real world social marketing activities in order to affect positive social change.This textbook first provides the tools necessary to understand the effective applica- tion of social marketing, and then offers 24 case studies exemplifying effective social marketing efforts from all around the world. Specifically, Part I clearly and concisely explains the principles of social marketing in five chapters:- Upstream vs. downstream social marketing, SWOT, competition- Fundamentals of social marketing, ethics- Formative and Evaluative Research- Theories applied in social marketing- A historical perspective on social marketingPart II features 24 social marketing case studies that demonstrate the application of social marketing principles. All 24 cases follow a consistent structure that includes:- Background - Positioning- SWOT - Research- Objectives - The 4 P's- Target audience - Evaluation- Barriers and benefits - Discussion- CompetitionThis format allows for students and professors to easily and effectively select individual cases and compare between cases. This textbook also allows instructors to encourage critical thinking by having students compare and contrast not only the cases themselves, but the applications used. In addition, teaching guides with answers to discussion questions, suggestions for activities inside and outside of the classroom and further readings are available to assist professors in teaching from this book.

Anbieter: Dodax AT
Stand: 18.01.2020
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Social Marketing in Action
70,51 € *
ggf. zzgl. Versand

This textbook provides students with real-world social marketing case studies from different countries and regions around the world, taking learners from classroom theory to practice. The primary objective is to clearly portray to students distinct, identifiable steps that are essential for successful social marketing campaigns. Core social marketing practices are applied to each case to help students master social marketing principles and apply them to their own real world social marketing activities in order to affect positive social change.While social marketing is a growing field evidenced by the formation of associations and an increase in academic courses and programs at various universities around the world, there is still considerable confusion surrounding the field in which social marketing is mistaken for digital or social media marketing or social advertising. This textbook is structured to help combat this misconception. It is presented in five parts. Part I clearly and concisely explains the practice of social marketing in five chapters. This includes coverage of key social marketing concepts such as macro and upstream social marketing, ethics, formative and evaluative research, and theories used in social marketing.Parts II-V feature 24 social marketing case studies presented with a clear, consistent structure that includes:· Background· SWOT· Objectives· Target audience· Barriers and benefits· Competition· Positioning· Research· The 4 P's· Evaluation· DiscussionThis format allows for students and professors to easily and effectively select individual cases and compare between cases. This textbook also allows instructors to encourage critical thinking by having students compare and contrast not only the cases themselves, but the applications used. In addition, teaching guides with answers to discussion questions, suggestions for activities inside and outside of the classroom and further readings are available to assist professors in teaching from this book. This textbook provides students with real-world social marketing case studies from different countries and regions around the world, taking learners from classroom theory to practice. The primary objective is to clearly portray to students distinct, identifiable steps that are essential for successful social marketing campaigns. Core social marketing practices are applied to each case to help students master social marketing principles and apply them to their own real world social marketing activities in order to affect positive social change.This textbook first provides the tools necessary to understand the effective applica- tion of social marketing, and then offers 24 case studies exemplifying effective social marketing efforts from all around the world. Specifically, Part I clearly and concisely explains the principles of social marketing in five chapters:- Upstream vs. downstream social marketing, SWOT, competition- Fundamentals of social marketing, ethics- Formative and Evaluative Research- Theories applied in social marketing- A historical perspective on social marketingPart II features 24 social marketing case studies that demonstrate the application of social marketing principles. All 24 cases follow a consistent structure that includes:- Background - Positioning- SWOT - Research- Objectives - The 4 P's- Target audience - Evaluation- Barriers and benefits - Discussion- CompetitionThis format allows for students and professors to easily and effectively select individual cases and compare between cases. This textbook also allows instructors to encourage critical thinking by having students compare and contrast not only the cases themselves, but the applications used. In addition, teaching guides with answers to discussion questions, suggestions for activities inside and outside of the classroom and further readings are available to assist professors in teaching from this book.

Anbieter: Dodax
Stand: 18.01.2020
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Social Marketing
68,00 € *
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The use of Social Marketing based interventions to influence behaviours for the betterment of the individual and the wider society they are a part of is becoming popular in many countries, Ireland included. However, relatively little is known regarding the practices employed by Irish Social Marketers in the design and implementation of their interventions. This book examines the practices and processes involved in the design and implementation of genuine Social Marketing based interventions in Ireland and tries to determine whether or not they are consistent with international best practice. In- depth interviews were carried out with people involved in the design and implementation of Social Marketing based interventions across four organisations and an expert in Social Marketing based interventions. The findings should shed some light on this dynamic area of Marketing, and should be especially useful to professionals involved in developing Social Marketing based interventions, or anyone else who may wish to utilise marketing principles to influence behaviours.

Anbieter: Dodax
Stand: 18.01.2020
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Social Marketing
70,00 € *
ggf. zzgl. Versand

The use of Social Marketing based interventions to influence behaviours for the betterment of the individual and the wider society they are a part of is becoming popular in many countries, Ireland included. However, relatively little is known regarding the practices employed by Irish Social Marketers in the design and implementation of their interventions. This book examines the practices and processes involved in the design and implementation of genuine Social Marketing based interventions in Ireland and tries to determine whether or not they are consistent with international best practice. In- depth interviews were carried out with people involved in the design and implementation of Social Marketing based interventions across four organisations and an expert in Social Marketing based interventions. The findings should shed some light on this dynamic area of Marketing, and should be especially useful to professionals involved in developing Social Marketing based interventions, or anyone else who may wish to utilise marketing principles to influence behaviours.

Anbieter: Dodax AT
Stand: 18.01.2020
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Social-Media-Marketing kompakt
19,99 € *
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Dieses Buch verdeutlicht, dass Social-Media-Marketing heute zu einem integralen Bestandteil der Online-Kommunikation geworden ist. Doch welche Ziele lassen sich damit erreichen? Welche Plattformen bieten welche Möglichkeiten? Wie kann der Erfolg einer Social-Media-Kampagne gemessen werden? Von welchen Plattformen sollte man die Finger lassen? Welche Erfolgsfaktoren zählen? Welche Social-Media-KPIs sind relevant? Ist Social-Media-Marketing gut für meine Suchmaschinen-Optimierung? In diesem Werk werden alle zentralen Fragen zum Social-Media-Marketing kompetent beantwortet.

Anbieter: Dodax
Stand: 18.01.2020
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Social Marketing
74,90 € *
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Social marketing is the application of commercial marketing technologies to the analysis, planning, execution and evaluation of programs designed to influence the voluntary behavior of target audiences in order to improve their personal welfare and that of society. There are four major arenas that social marketing efforts have focused on over the years: Health promotion, injury prevention, environmental protection, and community mobilization. Chartists, parliamentary reformers, Luddites, suffragettes, feminists and many others have tried to change the social circumstances of particular groups, as well as society as a whole, with varying degrees of success. Today, health promoters, government agencies and other non-profit organizations use marketing expertise to achieve similar goals. Social marketing also has a great deal to offer here by influencing the behaviour, not just of the individual citizen, but also of policy makers and influential interest groups. Therefore, this material will be useful for the teachers in higher institutions, social marketers, non profit organizations, Government bodies, NGOs, Health promoters and others who involved in social affairs.

Anbieter: Dodax
Stand: 18.01.2020
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