Social media marketing : (Record no. 32999)

MARC details
ISBN
International Standard Book Number 9789811053221
DEWEY DECIMAL CLASSIFICATION NUMBER
Call number 651.8 SO CI
TITLE STATEMENT
Title Social media marketing :
Subtitle emerging concepts and applications
Statement of responsibility, etc. Edited by Githa Heggde, G. Shainesh
PUBLICATION, DISTRIBUTION, ETC. (IMPRINT)
Place of publication Singapore :
Publisher Palgrave Macmillan,
Date c2018.
PHYSICAL DESCRIPTION
Extent xxiii, 226 p. :
Size 21 cm.
Other Details ill. ;
SUMMARY
Summary This book focuses on the role of social media as the next major game-changer. Social media has emerged as the defining trend in the last decade and continues to restructure communication and interactions between individuals, communities, governments and businesses. Researchers and marketers are still struggling with the profound impact of rapidly evolving social media on viral user-generated content, its ability to shape consumer perceptions, and the constantly changing landscape for developing business cases to proactively engage with stakeholders. The growing opportunities to “hear” about customer priorities and concerns on company managed channels as well as third-party review sites, including social media pages, across the digital space are accompanied by the challenges of responding to these conversations in real-time, which calls for a massive shift in the way marketing functions engage in dialogue with customers.<br/><br/>As leading users of social media in emerging markets, Indians are increasingly logging into their Facebook and Twitter accounts, with the country recording the highest growth in social networking. This book begins by discussing the impact of social media on marketing, from brand building, communications, and advertising to customization and customer engagement. The book approaches the subject matter systematically, identifying broad trends, concepts and frameworks in the first few chapters. It then goes on to address the varied application of social media in marketing for different sectors. Primarily focusing on understanding digital consumers, the book integrates social media with marketing and the outcome. It also presents new, selected cases of successful digital companies in emerging markets never before considered. Researchers and managers alike will find this book to be a handy reference guide to social media in emerging markets.
SUBJECT ADDED ENTRY--TOPICAL TERM
Topical Heading Internet marketing
SUBJECT ADDED ENTRY--TOPICAL TERM
Topical Heading Relationship marketing
ADDED ENTRY
Personal name Heggde, Githa,
Role Edited by
ADDED ENTRY
Personal name Shainesh, G.,
Role Edited by
ELECTRONIC LOCATION AND ACCESS
Uniform Resource Identifier <a href="https://uowd.box.com/s/afezpbnr4ti32pyi9u57kxzce241k1k9">https://uowd.box.com/s/afezpbnr4ti32pyi9u57kxzce241k1k9</a>
Public note Location Map
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Holdings
Date last seen Full call number Barcode Price effective from Koha item type Public note Lost status Source of classification or shelving scheme Damaged status Not for loan Withdrawn status Permanent location Current location Shelving location Date acquired Source of acquisition
21/11/2017 651.8 SO CI T0058411 21/11/2017 REGULAR May2018   Dewey Decimal Classification       University of Wollongong in Dubai University of Wollongong in Dubai Main Collection 22/05/2018 AMAUK