TOC: Soc Media Mobile Mar Strat
Introduction
Social Media and Mobile Marketing Strategy, Book by Randi Priluck
[]
Chapter One The New Digital Landscape
Chapter Two Identifying Customers
Chapter Three Discovering Insights
Chapter Four Rethinking Consumption
Chapter Five Developing and Distributing
Chapter Six Pricing and Promotion
Chapter Seven Digital Imperatives
Chapter Eight Planning Communications
Chapter Nine Executing Strategy
Chapter Ten Integrating Media
Chapter Eleven Mobile Touch Points
Chapter Twelve Examining Metrics
Chapter Thirteen Legal Matters
Case Studies: Herschel Supply Company, Spotify and the Digital Music Consumer, Chobani USA, Pinterest Joins the Social Media Super Stars, Porsche’s Social Media Planning, Snapchat and the FTC, Mobile Payments Take Off with Apple Pay, the Social Cola Wars and others
Glossary
Index
Social Media and Mobile Marketing Strategy is the first textbook to combine social media and mobile technology with digital marketing strategy planning. Working from a strong foundation in marketing theory, this text presents a clear set of processes for executing social media and mobile strategies in order to build brand value. Numerous integrated examples and longer end-of-chapter case studies provide students with frequent opportunities to expand their understanding of social media as it is practiced in the real world.
