Social Media and Mobile Marketing Strategy

Paperback | August 19, 2016

byRandi Priluck

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Social Media and Mobile Marketing Strategy is the first digital media marketing textbook to combine social media and mobile technology with digital marketing strategy planning. It provides a framework that guides students in setting objectives, segmenting and researching potential markets,examining consumer behavior in the digital market space, and using measurement plans to evaluate success and failure. 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 brandvalue.

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Social Media and Mobile Marketing Strategy is the first digital media marketing textbook to combine social media and mobile technology with digital marketing strategy planning. It provides a framework that guides students in setting objectives, segmenting and researching potential markets,examining consumer behavior in the digital mark...

Randi Priluck is Professor of Marketing at Pace University and Academic Director of the joint Lubin School of Business and Media Storm Master's program in Social Media and Mobile Marketing. She received a Ph.D. in business with a specialization in marketing from Drexel University in 1995 and an MBA from New York University in 1990. Her...
Format:PaperbackDimensions:496 pages, 9.09 × 7.52 × 0.91 inPublished:August 19, 2016Publisher:Oxford University PressLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0190215070

ISBN - 13:9780190215071

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"The author's writing style is clear and logical. I like how ideas are organized - there is a logical flow that is easy to follow and understand. The writing has a somewhat conversational tone to it, which makes it more interesting and engaging." --Elena Bernard, University of Portland