MARC details
| 000 -LEADER |
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| fixed length control field |
04651cam a22003855a 4500 |
| 001 - CONTROL NUMBER |
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| control field |
0000270418 |
| 003 - CONTROL NUMBER IDENTIFIER |
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| control field |
0004 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
120111s2013 ohua b 001 0 eng d |
| 010 ## - LIBRARY OF CONGRESS CONTROL NUMBER |
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| LC control number |
2012930782 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9780538480871 (pbk., Student ed.) |
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| International Standard Book Number |
0538480874 |
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| International Standard Book Number |
9788131521014 |
| 035 ## - SYSTEM CONTROL NUMBER |
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| System control number |
(OCoLC)ocn755698586 |
| 040 ## - CATALOGING SOURCE |
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| Original cataloging agency |
BTCTA |
| Language of cataloging |
eng |
| Transcribing agency |
BTCTA |
| Modifying agency |
XBM |
| -- |
DLC |
| 042 ## - AUTHENTICATION CODE |
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| Authentication code |
lccopycat |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER |
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| Classification number |
658.872 |
| 084 ## - OTHER CLASSIFICATION NUMBER |
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| Classification number |
658.872 |
| Item number |
BAR 23182 |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
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| Personal name |
Barker, Melissa S |
| Dates associated with a name |
2017 |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
Social media marketing |
| Medium |
[Book] : |
| Remainder of title |
a strategic approach / |
| Statement of responsibility, etc. |
Melissa S. Barker, Donald I. Barker, Nicholas F. Bormann, Krista E. Neher. |
| 250 ## - EDITION STATEMENT |
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| Edition statement |
First Edition |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. |
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| Place of publication, distribution, etc. |
Mason, OH : |
| Name of publisher, distributor, etc. |
South-Western Cengage Learning, |
| Date of publication, distribution, etc. |
c2013. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xv, 380 p. : |
| Other physical details |
ill. ; |
| Dimensions |
28 cm. |
| 365 ## - TRADE PRICE |
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| Price type code |
01 |
| Price amount |
0.00 |
| 500 ## - GENERAL NOTE |
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| General note |
' Social Media Marketing: A Strategic Approach promises to be the seminal textbook in the field with its distinctive conceptual foundation and practical approach to developing successful social media marketing plans. A proven eight-step social media planning model provides students with a cumulative learning experience, showing them how to construct social media strategies that achieve desired marketing goals. These marketing goals shape the development of tailored social media strategies. Special attention is given to the most effective techniques for identifying targeted marketing on the social web, with emphasis on the creation of personas that represent the critical online market segments for a company. Students discover how to put these well-defined personas to work in ing the optimal social media platforms for reaching an organization's marketing goals. Students are taught rules of engagement and social media ethics for behaving properly as marketers on the social web. With these guidelines in mind, the most productive marketing tactics for each type of major social media platform are examined in depth. These platform-specific tactics, along with all the proceeding material in the book, are brought together in the final chapter to create a comprehensive social media marketing plan, with detailed explanations and illustrations from a real world plan. Extensive consideration is given to monitoring, evaluating, and tuning the implementation of social media marketing initiatives. In addition, students are introduced to the most useful quantitative and qualitative social media measurements, along with various ways to estimate an organization's return on investment in social media marketing activities. |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc. |
The major structural framework for the textbook is a comprehensive eight-step strategy for developing a winning social media marketing plan. The student learns how to listen to the social web to identify marketing opportunities and potential target audiences, then is shown how to set marketing goals and strategies to take advantage of these factors, as well as ing the optimal social media tools and implementation tactics to execute, monitor, and tune social media marketing campaigns for success. Each step in this distinctive social media planning model is presented in a way that creates a powerful cumulative learning experience for the student, resulting in a richly textured overview of the conceptual and practical knowledge necessary to effectively implement social media marketing initiatives. Chapters use numerous landmark case studies that highlight the best practices in social media marketing, featuring forward-thinking Fortune 500 companies, innovative small businesses, and adaptive non-profit organizations. Each chapter concludes with exercises that reinforce key concepts by providing topics for classroom discussion. These topics focus on how to apply marketing tactics to the major types of social media platforms, such as blogs, social networks, video and photo sharing sites, microblogs (Twitter), podcasts, social news sites, online communities, and article directories. The final chapter and appendix draw on all the key information presented throughout the textbook to provide detailed explanations and illustrations of how to apply the eight-step social media planning model in constructing an extensive real world social media marketing plan |
| 521 ## - TARGET AUDIENCE NOTE |
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| Target audience note |
All. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name entry element |
Internet marketing |
| Form subdivision |
Textbooks. |
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| Topical term or geographic name entry element |
Viral marketing |
| Form subdivision |
Textbooks. |
|
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| Topical term or geographic name entry element |
Management Science |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Barker, Melissa S. |
|
|---|
| Personal name |
Barker, Donald I. |
|
|---|
| Personal name |
Bormann, Nicholas F. |
|
|---|
| Personal name |
Neher, Krista E. |
| 852 ## - LOCATION |
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| Accession No. |
10004000023182 |
| -- |
0.00 |
| Former shelving location |
Books |
