Mountain View

Social media an mobile marketing

By: Bhatia, Puneet SinghMaterial type: TextTextPublication details: New Delhi Wiley 2019Description: 272pISBN: 9788126578078Subject(s): Internet marketing | Mobile commerce | Social mediaDDC classification: 658.872 BHA Summary: This text exemplify two extreme pivots of any human behaviour. While the first marketing form (social media) establishes the desire of an individual to connect to the largest (like-minded) human audience possible, the second form (mobile marketing) reflects that person’s inner-most need to view the world through a most personalized and private lens. It aims to establish key concepts and underlying frameworks for the two most important and emerging digital marketing application areas: social media and mobile marketing. The first part of the textbook develops the basics of social media marketing outlining key social media actors and actions and establishes an easy to follow SOCIAL Media Marketing Framework to showcase the six key stages of social media platform implementations. The second part of the book outlines the evolution of mobile marketing and how marketers can establish and extend influence from web to mobile platform through a structured MOBILE Media Marketing Framework.
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Table of contents:
1.Social media marketing: introduction to key concepts
2.Social media marketing: understanding the social landscape
3.A framework-driven approach to social media marketing
4.Social media marketing: platforms and execution
5.Social media marketing: emerging landscape and trends
6.Mobile marketing: introduction to key concepts
7.Mobile marketing: understanding the mobile landscape
8.Mobile marketing: deploying the mobile framework
9.Mobile marketing: key execution elements
10.Mobile marketing: emerging landscape and trends

This text exemplify two extreme pivots of any human behaviour. While the first marketing form (social media) establishes the desire of an individual to connect to the largest (like-minded) human audience possible, the second form (mobile marketing) reflects that person’s inner-most need to view the world through a most personalized and private lens. It aims to establish key concepts and underlying frameworks for the two most important and emerging digital marketing application areas: social media and mobile marketing. The first part of the textbook develops the basics of social media marketing outlining key social media actors and actions and establishes an easy to follow SOCIAL Media Marketing Framework to showcase the six key stages of social media platform implementations. The second part of the book outlines the evolution of mobile marketing and how marketers can establish and extend influence from web to mobile platform through a structured MOBILE Media Marketing Framework.

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