Every day, print and online trade magazines and news sources tout developments in online advertising, branding, and marketing. Seismic shifts in the industry―like major advertisers setting up shop in Second Life and other alternate realities―have forced marketers and advertisers, ready or not, to employ new advertising models. But the potholes for advertisers using Web 2.0 are many, and missteps by companies that don't understand the new rules of the game guarantee lost time and money ill spent. Advertising 2.0 ensures that readers understand the advertising options possible in the Web 2.0 environment, provides examples of companies using these options, and offers guidelines for their application.
Advertising 2.0 goes way beyond running banner ads on Web sites and explores the rapidly burgeoning world of social media marketing. Among other things, expert Tracy L. Tuten covers viral marketing, doing online research, advertising within online games, and leveraging online opinions to increase sales or grow a brand. She also describes―way out on the leading edge and sure to turn conventional advertising on its head―how smart marketers let consumers generate ad content for products and brands. While the trade press frequently publishes news of companies using innovative communications techniques, there are hardly any books telling people how to take the plunge into the newest forms of advertising. Advertising 2.0 presents the current state of online advertising, and best practices for using techniques like consumer-generated advertising, social networking, online product reviews, viral video, Second Life, alternate reality games, and more. It also includes case studies and examples of successes and mistakes. Companies and brands featured include Nine Inch Nails, Audi, 42 Entertainment, MySpace, YouTube, Dogster, Vodaphone, Leo Burnett, and others. Best, each method described includes guidelines for getting the most out of the technique, thereby letting advertisers cut through the clutter to touch the hearts of customers worldwide.

Advertising 2.0: Social Media Marketing in a Web 2.0 World

Business & Money

Tuten, Tracy L.

Management & Leadership

Praeger

Social Media Marketing

**Winner of the TAA 2017 Textbook Excellence Award** "Social Media Marketing deserves special kudos for its courage in tackling the new frontier of social media marketing. This textbook challenges its readers to grapple with the daunting task of understanding rapidly evolving social media and its users."―TAA Judges Panel Social Media Marketing was the first textbook to cover this vital subject. It shows how social media fits into and complements the marketer’s toolbox. 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 executions, and harnessing social media data to yield customer insights. The authors outline the "Four Zones" of social media that marketers can use to achieve their strategic objectives. These include: 1. Community (e.g. Instagram) 2. Publishing (e.g. Tumblr) 3. Entertainment (e.g. Candy Crush Saga) 4. Commerce (e.g. Groupon) This Second Edition contains new examples, industry developments and academic research to help students remain current in their marketing studies, as well as a new and improved user-friendly layout to make the text easy to navigate. The textbook also provides a free companion website that offers valuable additional resources for both instructors and students. Visit: study.sagepub.com/smm. Readers of the book are also invited to join the authors and others online by using the hashtag: #smm

SOLOMON, Michael R.

Industries

Sage Publications Ltd.

SAGE Publications, Ltd. (UK)

Principles of Marketing for a Digital Age

Student-led in its design and development, the book incorporates digital marketing as central to what marketers do, and combines quality examples, assessment and online resources to support the teaching and learning of introductory marketing in a digital age.   The author integrates digital and social media marketing throughout the chapters and through student involvement in the development of it, the text has been made to be approachable and to appeal to students, with infographics, numerous images, and an engaging writing style. It facilitates the "flipped" approach to classroom teaching and is supported by a number of features and activities in every chapter, encouraging students to undertake course reading, class participation and revision. It includes case studies from global companies such as Nutella, Google, L’Oreal, Netflix, Airbnb, BirchBox, Uber, FitBit, Visit California and Coca-Cola. It also takes a social view of marketing, featuring cases tied to the UN’s PRME initiative to aid students in becoming sustainably-minded individuals.    The book is complemented by online instructor resources, including chapter-specific PowerPoint slides, an instructor manual, flipped classroom activities, as well as open access multiple choice questions (with solutions), videos, case studies, weblinks, a glossary and SAGE journal articles for students.   

Marketing & Sales

Student-led in its design and development, the book incorporates digital marketing as central to what marketers do, and combines quality examples, assessment and online resources to support the teaching and learning of introductory marketing in a digital age. The author integrates digital and social media marketing throughout the chapters and through student involvement in the development of it, the text has been made to be approachable and to appeal to students, with infographics, numerous images, and an engaging writing style. It facilitates the "flipped" approach to classroom teaching and is supported by a number of features and activities in every chapter, encouraging students to undertake course reading, class participation and revision. It includes case studies from global companies such as Nutella, Google, L’Oreal, Netflix, Airbnb, BirchBox, Uber, FitBit, Visit California and Coca-Cola. It also takes a social view of marketing, featuring cases tied to the UN’s PRME initiative to aid students in becoming sustainably-minded individuals. The book is complemented by online instructor resources, including chapter-specific PowerPoint slides, an instructor manual, flipped classroom activities, as well as open access multiple choice questions (with solutions), videos, case studies, weblinks, a glossary and SAGE journal articles for students. To find out more and for a quick sneak peek, watch our video on the book′s story.

Recipient of the 2017 Textbook Excellence Award from the Textbook &amp; Academic Authors Association (TAA)"Social Media Marketing deserves special kudos for its courage in tackling the new frontier of social media marketing. This textbook challenges its readers to grapple with the daunting task of understanding rapidly evolving social media and its users."― TAA Judges Panel 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: <ol>
<li>Community</li> <li>Publishing</li> <li>Entertainment</li> <li>Commerce</li> </ol> The new Third Edition has been extensively updated to include a new chapter on tactical planning and execution, coverage of the latest research within social media marketing, and expanded and all new case studies and examples, including Facebook, Instagram, Twitter, Snapchat, etc., and discussing these in relation to globally recognized brands such as Pokémon Go, Nike, Amazon Kindle, and Lady Gaga. The book is complemented by a companion website that offers valuable additional resources for both instructors and students, including author videos discussing key social media marketing ideas and concepts, author-selected YouTube video playlists, additional case studies, further weblinks, PowerPoint slides, and Testbank. Suitable for modules and courses on social media marketing.

Computers & Technology

Business Technology

The original, bestselling, and award-winning textbook on social media marketing, featuring all the essential topics, concepts, research, and practical application for study and career success. 
Now thoroughly updated in this fifth edition to reflect the latest developments in social media marketing research and practice, and with new case studies and examples, including brands such as Apple, Cadbury, LUSH Cosmetics and Zoom. 
A must-read for all students and practitioners of social media marketing. 
Tracy L. Tuten is a professor of marketing at Sofia University, USA.

The original, bestselling, and award-winning textbook on social media marketing, featuring all the essential topics, concepts, research, and practical application for study and career success. Now thoroughly updated in this fifth edition to reflect the latest developments in social media marketing research and practice, and with new case studies and examples, including brands such as Apple, Cadbury, LUSH Cosmetics and Zoom. A must-read for all students and practitioners of social media marketing. Tracy L. Tutenis a professor of marketing at&nbsp;Sofia&nbsp;University, USA.

See the best price to sell, buy, or rent books by Tuten, Tracy L.. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Books by Tuten, Tracy L.

See the best price to sell, buy, or rent books by Tuten, Tracy L.. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Advertising 2.0: Social Media Marketing in a Web 2.0 World

Social Media Marketing

Social Media Marketing

Social Media Marketing

Principles of Marketing for a Digital Age

Principles of Marketing for a Digital Age

Social Media Marketing

Social Media Marketing

Social Media Marketing

Social Media Marketing