Students of MBA and PGDM courses would be the primary target audience for this textbook. It will also be useful to attendees of Executive and Management Development Programs. Social Media Marketing blends 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. This textbook outlines the “four zones” of social media—community, publishing, entertainment, and commerce—which marketers can use as a part of the strategic planning processes to achieve their core objectives. The new edition has been extensively updated and expanded to include a new chapter on tactical planning and execution, and covers the latest research within social media marketing. It also incorporates new case studies and examples, including Facebook, Instagram, Twitter, and Snapchat; and discusses these in relation to globally recognized brands. This adaptation integrates India-specific examples, cases, and data to make the content suitable for the students of South Asia. Key Features: • Comprehensive, strategic, well-organized, and result-oriented coverage of social media • Integrates latest examples and research data from India and the rest of the world in a reader-friendly layout • New case studies on Indian brands—Patanjali, Saffola, Durex, and Uber (India) • Robust companion website offering additional case studies, instructor resources, test bank, and suggested video links
Tracy L. Tuten, Ph.D., is a professor of marketing and author of several books including co-author of the award-winning textbook, Social Media Marketing. Her first book, Advertising 2.0: Social Media Marketing in a Web 2.0 World, was followed by others on using social media and digital marketing for the enterprise, and the book, Advertisers at Work, which features interviews with luminaries in the field. Dr. Tuten’s publications have appeared in such journals as Journal of Marketing Communications, Psychology & Marketing, and Journal of Business Research. A two-time Fulbright Scholar, she frequently speaks around the world on marketing topics. She’s been recognized with teaching awards at her respective institutions and with national awards, such as the O’Hara Leadership Award in Direct & Interactive Marketing Education. In 2013, she was inducted into the Incredible Women of ECU series, which highlights female graduates of East Carolina University who have reached exceptional levels of achievement in their respective careers.Michael R. Solomon, Ph.D., is Professor of Marketing andDirector of the Center for Consumer Research in the HaubSchool of Business at Saint Joseph’s University in Philadelphia,Pennsylvania. Professor Solomon’s primary research interestsinclude consumer behavior and lifestyle issues, branding strategy,the psychology of fashion, and marketing applications of virtualworlds and other new media. His textbooks include ConsumerBehavior: Buying, Having, and Being; Marketing: Real People,Real Choices; and Better Business. His most recent trade book,The Truth about What Customers Want, was published by FT(Financial Times) Press. Professor Solomon is frequently quotedin magazines and newspapers, including Newsweek, The New York Times, and The WallStreet Journal. He has served as a consultant to numerous corporations including CalvinKlein, Intel, Procter & Gamble, Microsoft, State Farm Insurance, and United Airlines onissues relating to consumer behavior, marketing strategy, advertising and retailing.Bikramjit Rishi holds post doctorate (funded by European Union), PhD, and MBA. He has more than 18 years of professional experience, and is currently an associate professor (marketing) at Institute of Management Technology (IMT), Ghaziabad, India. His areas of research are marketing orientation, shopping behavior (online/offline), digital marketing, social media marketing, and marketing of higher education. His major focus in research is on both quantitative and qualitative methods. Apart from teaching, research, and training, he has also served in editorial advisory positions, conference advisory committees and made a significant contribution to the success and growth of marketing discipline. He has 35 referred research papers, 9 book chapters, 7 cases, 40 conference papers, and 3 books to his credit. He has presented research papers in several reputed national/international conferences in India and abroad and also has chaired sessions in the national and international conferences. He has also given keynote addresses in many national conferences in India. He has delivered guest talks/invited presentations in several top business schools in India and abroad. Due to his significant contribution, the title Emerging Marketing Scholar (Academy of Marketing Science), 2011, was conferred on him. He was faculty fellow at the third (January 18–20, 2015) and fourth (January 7–9, 2016) American Marketing Association (AMA)-Sheth Foundation Doctoral Consortium, IMT Dubai (UAE). He was the conference co-chair for the 2014 International Conference on Technology and Business Management (ICTBM), organized by AIMS International, held at American University in the Emirates, Dubai, during March 24–26, 2014. He was also the organizer of the 2015 Annual Conference of the Emerging Markets Conference Board, January 20–22, 2015, IMT Dubai.He has directed many learning and development programs for executives of Hindustan Coca-Cola Beverages Private Limited (HCCBPL), Apollo Tyres Limited, APL Apollo Tubes Limited, Maruti Suzuki India Limited (MSIL), RITES Limited, Defense Research and Development organisation (DRDO), and Jubilant FoodWorks Limited. The various topics which have been addressed in these programs include marketing leadership, strategic customer management, social media marketing, building customer orientation organization, effective selling skills, customer service skills, understanding customer journey, customer experience management, and sales leadership. He has been recently empaneled as a senior consultant with National Productivity Council, New Delhi.
