This essential guide to marketing, advertising, and PR unlocks current strategies to build and leverage consumer influence across social media. The fourth edition features concise, graphics-oriented sections that get students creating content early. Updates throughout complement new sections on AI and Web3 and a full suite of online ancillaries.
This essential guide to marketing, advertising, and PR unlocks current strategies to build and leverage consumer influence across social media. The fourth edition features concise, graphics-oriented sections that get students creating content early. Updates throughout complement new sections on AI and Web3 and a full suite of online ancillaries.
Keith A. Quesenberry, a professor of practice at Bucknell University, has taught graduate and undergraduate courses at Johns Hopkins, Temple, Messiah and West Virginia Universities. He spent 17 years as an associate creative director and copywriter at ad agencies like BBDO and Arnold creating campaigns for startups to Fortune 500s. His work has won One Show, ADDYs, London International, PRSA Anvil, and OMMA Awards and has been featured in Ad Age, Adweek, Brandweek, and Lurzer's International Archive. Keith's research has been published in Harvard Business Review, Advertising Age, PRWeek, Journal of Interactive Marketing, Journal of Current Issues & Research in Advertising, Journal of Marketing Theory & Practice, and International Journal of Integrated Marketing Communications. He is author of Social Media Strategy: Marketing, Advertising, and Public Relations in the Consumer Revolution and co-author of Brand Storytelling: Integrated Marketing Communications for the Digital Media Landscape.
Inhaltsangabe
Introduction PART I: An Overview of Social Media 1: The Scale and Scope of Social Media 2: Shifting Influences and the Decline of Push Marketing 3: Point of View from Control to Engagement PART II: A Strategic Process for Social Media 4: A Foundation for Social Media Strategy 5: Customer Experience and Customer Engagement 6: Cross-Discipline Integration through Social Media PART III: Choose Social Options for Target, Message, and Idea 7: Social Networks and Messaging 8: Microblogging and Blogs 9: Media Sharing and Ratings and Reviews 10: Social Bookmarking and Social Knowledge PART IV: Integrating Social Media Across Organizations 11: Social Media Insights and Crowdsourcing 12: Social Care and Social Selling PART V: Pulling It All Together 13: Social Media Marketing Plan 14: Social Media Law, Ethics, and Etiquette Appendix: Additional Social Media Considerations and Resources Glossary
Introduction PART I: An Overview of Social Media 1: The Scale and Scope of Social Media 2: Shifting Influences and the Decline of Push Marketing 3: Point of View from Control to Engagement PART II: A Strategic Process for Social Media 4: A Foundation for Social Media Strategy 5: Customer Experience and Customer Engagement 6: Cross-Discipline Integration through Social Media PART III: Choose Social Options for Target, Message, and Idea 7: Social Networks and Messaging 8: Microblogging and Blogs 9: Media Sharing and Ratings and Reviews 10: Social Bookmarking and Social Knowledge PART IV: Integrating Social Media Across Organizations 11: Social Media Insights and Crowdsourcing 12: Social Care and Social Selling PART V: Pulling It All Together 13: Social Media Marketing Plan 14: Social Media Law, Ethics, and Etiquette Appendix: Additional Social Media Considerations and Resources Glossary
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