Social Media Marketing Management: How to Penetrate Emerging Markets and Expand Your Customer Base [Hardcover]

PrefaceChapter 1  The Digital Age and Advent of Social Media Introduction The Digital Landscape The Internet of Things (IoT) The Advent of Social Media Myths Surrounding Social Media Revolution The Role of Social Media in Business Operations Social Media Value Chain Perspective and Organization of this Text ConclusionsChapter 2- Social Media and Marketing Management Introduction Review of the Social Media Space Channels of Social Media The Value of Social Media to Marketing Defining Social Media Marketing Core Marketing Concepts and Social Media Marketing Objectives of Firms Incorporating Social Media in their Marketing Mix Social Media Value Chain and Marketing Management Firm Orientation toward Social Media Social Media Marketing Management Tasks ConclusionsChapter 3 - Strategic Marketing Planning and Social Media Introduction Marketing and Customer Value The Nature of Social Media Marketing Determining the Social Media Presence of the Firm Defining the Firms Social Media Objectives Determining the Fit between Social Media Marketing Planning and the Overall Firms Planning Framework The Social Media Strategic Marketing Planning Process Organizational Structure and Support for Social Media Marketing Key Components of an Organizational Social Media Policy ConclusionsChapter 4  Social Media Research and Consumer Insights The Marketing Information System Internal Sources External Sources Social Media Marketing Intelligence Analyzing the Marketing Environment Importance of Research to Social Media Marketers The Social Media Research Process Types of Data Used in Social Media Research Qualitative Methods in Social Media Research Applying Quantitative Methods to Social Media Research Research Challenges on Social Media ConclusionsChapter 5  Understanding Social Consumers Introduction Understanding Online Consumer Behavior The Social Consumer Decision-Making Process The Role of Digital Culture in Social Media Consumer Behavior Key Psychological Processes of the Sociall“\