000			03493nam a22003737a 4500
003			pucpr
005			20260917114535.0
008			260917b20172024|||a|||| b||| 001 0 eng d
020			_a9798322944379
040			_apucpr _beng _cpucpr _dpucpr _erda
049			_aCARIBET
050			_aHF5415.1265 _bK68 2024
100			_aHollensen, Svend _9303568
245			_aSocial media marketing : _ba practitioner approach: the ultimate strategy guide for social media success to grow your business. / _htxt
250			_aSixth Edition
264			_aColumbia, SC : _bOpresnik Management Consulting, _c2024.
300			_a238 pages : _billustrations ; _c24 cm. _fbook
336			_2rdacontent _atext _btxt
337			_2rdamedia _aunmediaded _bn
338			_2rdacarrier _avolume _bnc
440			_aOpresnik Management Guides _9303569 _nBook 57
504			_aInclude index and bibliography.
505			_a1. SOCIAL MEDIA MARKETING PLANNING 1 -- 1.1 INTRODUCTION TO MARKETING PLANNING 2 -- 1.2 THE MAIN STAGES IN DEVELOPING A DIGITAL MARKETING PLAN 5 -- 2. DIGITAL MARKETING RESEARCH 13 -- 2.1 INTRODUCTION TO MARKETING RESEARCH 13 -- 2.2 ONLINE (INTERNET) RESEARCH METHODS 14 -- 2.3 MARKETING RESEARCH BASED ON WEB 2.0 18 -- 2.4 SOCIAL MEDIA FUNNEL 20 -- 2.5 POE MEDIA - PAID, OWNED AND EARNED MEDIA 22 -- 2.6 CUSTOMER JOURNEY MAPPING 24 -- 2.7 CUSTOMER TOUCHPOINT MANAGEMENT 26 -- 3. FUNDAMENTALS OF SOCIAL MEDIA MARKETING 29 -- 3.1 THE EVOLUTION OF DIGITAL MARKETING AND SOCIAL MEDIA MARKETING 29 -- 3.2 DEFINITION OF SOCIAL MEDIA MARKETING 42 -- 3.3 FROM, BOWLING' TO ,PINBALL' 44 -- 3.4 THE EXTENDED MODEL OF SOCIAL MEDIA MARKETING COMMUNICATION 47 -- 3.5 THE 6C MODEL OF SOCIAL MEDIA MARKETING 48 -- 3.6 INFLUENCER MARKETING 52 -- 3.7 GLOBAL SMARTPHONE MARKETING 53 -- 3.8 GLOBAL APP MARKETING 56 -- 3.9 IMPLICATIONS OF AI ON SOCIAL MEDIA MARKETING 60 -- 4. METAVERSE AND SOCIAL MEDIA MARKETING TOOLS AND PLATFORMS 65 -- 4.1 METAVERSE - THE NEW MARKETING UNIVERSE 65 -- 4.1.1 Origin and Definition 66 -- 4.1.2 The Building Blocks 67 -- 4.2 A SYSTEMIZING SOCIAL MEDIA FRAMEWORK 75 -- 4.3 SOCIAL COMMUNITY ZONE 77 -- 4.3.1 Facebook 77 -- 4.3.2 X and Microblogging 91 -- 4.3.3 LinkedIN 104 -- 4.3.4 Snapchat 111 -- 4.3.5 Tumblr 117 -- 4.4 SOCIAL PUBLISHING ZONE 121 -- 4.4.1 Instagram 121 -- 4.4.2 Pinterest 130 -- 4.4.3 SlideShare 143 -- 4.4.4 Internet Forums 146 -- 4.4.5 YouTube 152 -- 4.4.6 Reddit 166 -- 4.4.7 Blogging 170 -- 4.4.8 TikTok 178 -- 4.5 SOCIAL ENTERTAINMENT ZONE 180 -- 4.5.1 eSports 182 -- 4.5.2 Augmented Reality (AR) 185 -- 4.6 SOCIAL COMMERCE ZONE 187 -- 4.6.1 Uber 190 -- 4.6.2 Airbnb 190 -- 4.6.3 Ratings and Reviews: Yelp 191 -- 4.6.4 Expedia.com 195 -- 5. SOCIAL MEDIA MARKETING CONTROLLING 199 -- 5.1 SOCIAL MEDIA MARKETING COMMUNICATION OBJECTIVES 199 -- 5.2 NON-FINANCIAL SOCIAL METRICS 200 -- 5.3 FINANCIAL SOCIAL METRICS 203 -- CONCLUSION 206 -- REFERENCES 209 -- ABOUT THE AUTHORS 231 -- INDEX 235 --
650		0	_aInternet marketing _9115752
650		0	_aSocial media _9278472 _xMarketing
650		0	_aOnline social networks. _9145145 _xEconomic aspects
650		0	_aAdvertising _9296373 _xSocial media
650		0	_aSmall business _9171102 _xMarketing
650		0	_aInternet advertising _9115735
650		0	_aGraphic design. _9230537
700			_aKotler, Philip, _d1931- _93674
700			_aOpresnik, Marc Oliver _9303570
942			_2lcc _c27 _eSixth Edition _hHF5415.1265 _kGeneral _mK68 2024
999			_c306981 _d306981