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
Chapter 12 The Case Zone
Tracy L. Tuten is a professor of marketing at Sofia University, USA
and author of several books including co-author of the
award-winning textbook, Social Media Marketing. Her first book,
Advertising 2.0: Social Media Marketing in a Web 2.0 World, was
followed by others on using social media and digital marketing for
the enterprise, and the book, Advertisers at Work, which features
interviews with luminaries in the field.
Dr. Tuten’s publications have appeared in such journals as Journal
of Marketing Communications, Psychology & Marketing, and Journal of
Business Research. A two-time Fulbright Scholar, she frequently
speaks around the world on marketing topics. She’s been recognized
with teaching awards at her respective institutions and with
national awards, such as the O’Hara Leadership Award in Direct &
Interactive Marketing Education. In 2013, she was inducted into the
Incredible Women of ECU series, which highlights female graduates
of East Carolina University who have reached exceptional levels of
achievement in their respective careers.
Follow her updates on Twitter @brandacity
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