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Social Media Marketing

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Table of Contents

Part I: Foundations of Social Media Marketing Chapter 1. The Social Media Environment Chapter 2. Social Consumers Chapter 3. Network Structure and Group Influences in Social Media Part II: Social Media Marketing Strategy and Planning Chapter 4. Social Media Marketing Strategy Chapter 5: Tactical Planning and Execution Part III: The Four Zones of Social Media Chapter 6. Social Community Chapter 7. Social Publishing Chapter 8. Social Entertainment Chapter 9. Social Commerce Part IV: Social Media Data Management and Measurement Chapter 10. Social Media Analytics Chapter 11. Social Media Metrics Part V: Social Media Marketing in Practice Case Zone: 10 Case Studies Sample Social Media Marketing Plan: GONOW Vacations


This is a delightful, practical book and a great addition to the marketer's toolbox. I have used the second edition successfully in the classroom, and I highly recommend this comprehensive update. My favorite part is the ten relevant cases that bring social media marketing to life to deliver a valuable learning experience. -- Mark Burgess

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