Recommended Books - MKTG 3215 — Introduction to Marketing Communications and Social Media

Digital and Social Media Marketing by Nripendra P. Rana (Editor); Emma L. Slade (Editor); Hatice Kizgin (Editor); Nitish Singh (Editor); Bidit Dey (Editor); Anabel Gutierrez (Editor); Yogesh K. Dwivedi (Editor); Ganesh Prasad Sahu (Editor) This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Call Number: online
ISBN: 9783030243739
Publication Date: 2020
Social Media Marketing — strategies in utilizing consumer-generated content by Emi E. Moriuchi With the introduction of the Internet, consumers are relying heavily on the media for content. The popularity of consumer-generated content (CGC) has captured the consumer (i.e., user) as the producer, which has cause a power shift in the market from the companies to the consumers. When technology is paired with culture, it is inevitable that consumers are constantly changing their attitudes toward consumption to adapt to current trends. Thus, marketers are meticulously looking for information to keep current with the consumer market in order to maintain their market share. CGC relates closely to electronic word-of-mouth (eWOM) and can be found in various online review sites, forums, blogs, company websites, as well as on social media platforms. Consumers' contribution toward the content on the different digital media sites (including company's website) is on voluntary basis, either paid (e.g., sponsored) or nonpaid (e.g., personal blogs). It is evident that information that is published online travels faster to consumers than when delivered through traditional media such as television. Companies are therefore trying to be proactive; and as part of their promotional efforts, they are turning to online media for the latest information on their target market, feedback on their company (e.g., criticism, praises), as well as information on their competitors. The goal of this book is to educate business owners, marketing practitioners, students, as well as marketing researchers in understanding the use of CGC and how it is beneficial for their marketing plan.
Call Number: online
ISBN: 9781631571190
Publication Date: 2016
Contemporary Issues in Social Media Marketing by Bikramjit Rishi (Editor); Subir Bandyopadhyay (Editor) In a short time span, social media has transformed communication, as well as the way consumers buy, live and utilize products and services. Understanding the perspectives of both consumers and marketers can help organizations to design, develop and implement better social media marketing strategies. However, academic research on social media marketing has not kept pace with the practical applications and this has led to a critical void in social media literature. This new text expertly bridges that void. Contemporary Issues in Social Media provides the most cutting edge findings in social media marketing, through original chapters from a range of the world's leading specialists in the area. Topics include: * The consumer journey in a social media world * Social media and customer relationship management (CRM) * Social media marketing goals and objectives * Social media and recruitment * Microblogging strategy And many more. The book is ideal for students of social media marketing, social media marketing professionals, researchers and academicians who are interested in knowing more about social media marketing. The book will also become a reference resource for those organizations which want to use social media marketing for their brands.
Call Number: online
ISBN: 9781317193982
Publication Date: 2018
Brands on a Mission: how to create, manage, and measure brand influencers in social media marketing by Myriam Sidibe Brands on a Mission explores the importance of creating a performance culture that is built on driving impact through purpose, and the type of talent required to drive these transformational changes within companies - from CEO to brand developers. Using evidence from interviews and stories from over 100 CEOs, thought leaders and brand managers, the book presents an emergent model that organisations can follow to build purpose into their growth strategy - and shows how to bridge the gap between Brand Say and Brand Do. Readers will learn from the real experts in the field: how Paul Polman, former CEO of Unilever, built purpose into the DNA of his company; what keeps Alan Jope (new CEO, Unilever) and Emmanuel Faber (CEO, Danone) awake at night; and how brand developers from Durex, Dove, Discovery and LIXIL have made choices and the reasons behind them. In this book you will learn how a soap brand Lifebuoy taught one billion people about hygiene, how a beer is tackling gender-based violence, and how a toothpaste is tackling school absenteeism amongst many others. Renowned experts like Peter Piot (Director, London School of Health and Tropical Medicine), Michael Porter (Professor, Harvard School of Business), Jane Nelson (Director, Corporate Responsibility Initiative, Harvard Kennedy School) and Susie Orbach (leading feminist and formerly professor, London School of Economics) also share examples, data and their everyday experiences of helping corporates create a culture of purpose. And leading NGOs and UN experts like Lawrence Haddad (Executive Director, GAIN) and Natalia Kanem (Executive Director of UNFPA) will recount how the public and private sector have worked together to create an accelerated path to reaching the Sustainable Development Goals by 2030. The book provides a clear pathway of how to take brands through the journey of developing impactful social missions and driving business growth, and is an essential guide for both managers and students alike.
Call Number: online
ISBN: 9780367855437
Publication Date: 2020
Influence Marketing: how to create, manage, and measure brand influencers in social media marketing by Danny Brown; Sam Fiorella Identify and Manage the Influence Paths That Convert Brand Awareness to Customer Acquisition! Today, you face a brutally tough, maddeningly elusive new competitor: the "wisdom of crowds." Social media gives consumers 24x7 access to the attitudes and recommendations of their most engaged peers. These are the views that shape buying decisions. These are the views you must shape and use. Influence Marketing won't just help you identify and enlist key influencers: it will help you manage the influence paths that lead consumers to buy. By sharing empirical evidence of hard-won lessons from pioneering influence marketers, Danny Brown and Sam Fiorella provide a blueprint that moves influence marketing beyond simple brand awareness and into sales acquisition and customer life time value measurement. They integrate new tools and techniques into a complete methodology for generating more and better leads--and converting them faster, at higher margins. * Put the customer--not the influencer--at the center, and plan influence marketing accordingly * Recognize where each prospect stands in the purchase life cycle right now * Clarify how your consumers move from brand preference to purchase * Identify key micro-influencers who impact decisions at every stage * Gain indispensable insights into the context of online relationships * Recognize situational factors that derail social media brand recommendations * Understand social influence scoring models and overcome their limitations * Re-engineer and predict influence paths to generate measurable action * Master the "4 Ms" of influence marketing: make, manage, monitor, measure * Transform influence marketing from a "nice-to-have" exercise into a powerful strategy Additional online resources can be found at www.influencemarketingbook.com
Call Number: HF 5415.1265 B7685 2013
ISBN: 9780789751041
Publication Date: 2013

Digital Advertising: theory and research by Shelly Rodgers (Editor); Esther Thorson (Editor) Digital Advertising offers a detailed and current overview of the field that draws on current research and practice by introducing key concepts, models, theories, evaluation practices, conflicts, and issues. With a balance of theory and practice, this book helps provide the tools to evaluate and understand the effects of digital advertising and promotions campaigns. New to this edition is discussion of big data analysis, privacy issues, and social media, as well as thought pieces by leading industry practitioners. This book is ideal for graduate and upper-level undergraduate students, as well as academics and practitioners.
Call Number: online
ISBN: 9781317225461
Publication Date: 2017
Brand Media Strategy by Antony Young Today's sophisticated media landscape offers more tools and platforms, for the savvy marketer than ever before. Media & brand expert Antony Young explores how today's most innovative marketers are meeting the challenge by employing the latest media tools in ways never before seen to grow their brands, and getting unprecedented results.
Call Number: HF 5415.1255 Y68 2014
ISBN: 9781137279569
Publication Date: 2014
Encyclopedia of Major Marketing Strategies by Matthew Miskelly
Call Number: online
ISBN: 9781410389343
Publication Date: 2019
Encyclopedia of Major Marketing Strategies explores 100 major marketing strategies for some of the top global and emerging brands and social movements from 2015-2018. Entries profile major product/service, mobile app, social media, brand development, packaging, and other media strategies. Each essay provides a situation analysis, information on the target market, marketing strategy & tactics, and the outcome. Essays are aligned to the strategic marketing framework ensuring that the marketing strategies can easily be utilized in an academic environment as case studies, or illustrative examples often times described as "war stories" by professors.'

MKTG 3215 — Introduction to Marketing Communications and Social Media: Recommended Books

Related Links

Connect with Us

Campus

Library