Social media marketing in the era of platforms

An updated synopsis of the role that social medial are playing in marketing activities, this book is meant to be shared with marketing managers, as well as managers from other business units, and more broadly anyone interested in digital innovation.

Social media are turning into environments where ever richer, more enhanced interactions are taking place between brands and consumers. So companies need to learn how to make their strategic vision and innovation capabilities social media centric. This book offers an overview of the role that social media play in business activities relating to marketing - what today is actually a new kind of marketing. On one hand because it utilizes interaction environments – social media – which are radically different than in the past; on the other because it is reshaping the relationships among companies, customers, and all stakeholders, contributing to generating new business. This book, which gives numerous examples from highly dynamic business cases, is for anyone who wants to understand the evolution of the digital side of marketing, in addition to the cutting-edge marketing strategies utilized on the most popular platforms, such as: Facebook, YouTube, Instagram, Twitter, LinkedIn, TikTok, WhatsApp, Twitch, WeChat, and VKontakte.



  • Publisher: Egea
  • Series: SDA Leading Management
  • Date of publication: June 2022
  • EAN: 9788823838260
  • ISBN: 9788823838260
  • Pages: 224
  • Format: paper + epub + DigitaBook



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