TY  - BOOK
AU  - Tuten,Tracy L
TI  - Social media marketing
SN  - 9781529731989
AV  - HF5415.1265 TUT 
PY  - 2020///
PB  - SAGE Publishing
KW  - Business and Management
KW  - Internet advertising
KW  - Internet marketing
N1  - Includes bibliographical references and index; The social media environment Social consumers Network structure and group influences in social media Social media marketing strategy Tactical planning and execution Social community Social publishing Social entertainment Social commerce Social media analytics Social media metrics The case zone
N2  - "Social Media Marketing was the first textbook to cover this vital subject and has quickly become the market leader. It melds essential theory with practical application and 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 consumer insights. The authors outline the 'four zones' of social media that marketers can use to help achieve their strategic objectives: 1. Community 2. Publishing 3. Entertainment 4. Commerce The new fourth edition has been extensively updated to include new content on tactical planning and execution and coverage of the latest research within social media marketing"--
ER  -