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Full Product Details

Author:   Priluck
Publisher:   Oxford University Press Inc
Imprint:   Oxford University Press Inc
Dimensions:   Width: 18.80cm , Height: 2.00cm , Length: 23.10cm
Weight:   0.771kg
ISBN:  

9780190215071

ISBN 10:   0190215070
Pages:   496
Publication Date:   05 August 2016
Audience:   College/higher education ,  Tertiary & Higher Education
Format:   Paperback
Publisher's Status:   Active
Availability:   To order  
Stock availability from the supplier is unknown. We will order it for you and ship this item to you once it is received by us.

Table of Contents

Chapter 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

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 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

<em>Social Media and Mobile Marketing Strategy</em> 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, <em>Bemidji State University</em> A good, practical text that focuses on the application of established marketing practices to social and mobile marketing. --David Gerzof Richard, <em>Emerson College</em> 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, <em>Austin Peay State University</em>

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

Author Information

Randi Priluck is Professor of Marketing at Pace University and Academic Director of the joint Lubin School of Business and Media Storm Master's program in Social Media and Mobile Marketing. She received a Ph.D. in business with a specialization in marketing from Drexel University in 1995 and an MBA from New York University in 1990. Her research in the area of consumer learning has appeared in The Journal of Advertising, Journal of Current Issues and Research in Advertising, Psychology & Marketing, Journal of Marketing Education, Journal of Consumer Marketing, Journal of the Academy of Marketing Science, and The Journal of Brand Management. Her blog on social media research may be read at http://socialmediaandmobileresearch.com/author/rpriluck/

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