Dawson, Patrick
Managing change, creativity and innovation Patrick Dawson, Constantine Andriopoulos - 3rd ed. - Los Angeles : Sage, c2017. - xxvi, 638 p. : ill. ; 24 cm.
Part I: Foundations of Social Media Marketing Chapter 1. The Horizontal Revolution Chapter 2. Social Media Marketing Strategy Chapter 3. Social Consumers Chapter 4. Network Structure and Group Influence in Social Media Part II: The Four Zones of Social Media Chapter 5. Social Community Chapter 6. Social Publishing Chapter 7. Social Entertainment Chapter 8. Social Commerce Part III: Social Media Data Management and Measurement Chapter 9. Social Media for Consumer Insight Chapter 10. Social Media Metrics Case: Bellisio Foods' Michelina Engages Frozen Foodies by Jacqueline Rae Evans Case: A Startup Seeks to Solve Age-Old Problem with Social App by Amanda Steeley Case: The Gnome Experiment by Steve Shugartt
The book melds essential theory with practical application as it covers core skills such as strategic planning for social media applications, incorporating these platforms into the brand's marketing communications, and harnessing social media data to yield customer insights.
9781473964273 (hardback) 9781473964280 (pbk.)
2016950615
Organizational change --Management
Organizational change--Management--Case studies
Creative ability in business--Management
658.406 DA MA
Managing change, creativity and innovation Patrick Dawson, Constantine Andriopoulos - 3rd ed. - Los Angeles : Sage, c2017. - xxvi, 638 p. : ill. ; 24 cm.
Part I: Foundations of Social Media Marketing Chapter 1. The Horizontal Revolution Chapter 2. Social Media Marketing Strategy Chapter 3. Social Consumers Chapter 4. Network Structure and Group Influence in Social Media Part II: The Four Zones of Social Media Chapter 5. Social Community Chapter 6. Social Publishing Chapter 7. Social Entertainment Chapter 8. Social Commerce Part III: Social Media Data Management and Measurement Chapter 9. Social Media for Consumer Insight Chapter 10. Social Media Metrics Case: Bellisio Foods' Michelina Engages Frozen Foodies by Jacqueline Rae Evans Case: A Startup Seeks to Solve Age-Old Problem with Social App by Amanda Steeley Case: The Gnome Experiment by Steve Shugartt
The book melds essential theory with practical application as it covers core skills such as strategic planning for social media applications, incorporating these platforms into the brand's marketing communications, and harnessing social media data to yield customer insights.
9781473964273 (hardback) 9781473964280 (pbk.)
2016950615
Organizational change --Management
Organizational change--Management--Case studies
Creative ability in business--Management
658.406 DA MA