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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.

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.

From understanding markets, consumers and value to explaining the marketing mix and illustrating the roles of analytics, brand and customer experience today, this award-winning textbook introduces you to the essential concepts and tools for marketing in a digital age.

From understanding markets, consumers and value to explaining the marketing mix and illustrating the roles of analytics, brand and customer experience today, this award-winning textbook introduces you to the essential concepts and tools for marketing in a digital age.

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A fully updated edition of the award winning textbook for social media marketing. With new case studies on a number of brands including TikTok, Puma and Nespresso and an updated companion website, this book is a must for anyone studying social media marketing.

This book was truly student-led in its design and development, and it incorporates digital marketing as central to what marketers do. It's a total package of resources, that combines quality examples, assessment and online resources to support the teaching and learning of introductory marketing modules in a digital age.

This book was truly student-led in its design and development, and it incorporates digital marketing as central to what marketers do. It's a total package of resources, that combines quality examples, assessment and online resources to support the teaching and learning of introductory marketing modules in a digital age.

Recipient of the TAA 2017 Textbook Excellence Award. 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 all-new case studies and examples.

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

Professor and advertising pro Tracy L. Tuten shows old-line marketers how to take advantage of the newfangled concepts and tools Web 2.0 enables.