Social Media Marketing: A Strategic Approach 2nd Edition

Melissa S. Barker, Donald I. Barker, Nicholas F. Bormann, Debra Zahay, Mary Lou Roberts

  • © 2017
  • Published
  • 400 Pages


SOCIAL MEDIA MARKETING: A STRATEGIC APPROACH, 2E builds on the strength of the first edition, adding to the book’s real-world focus with practical examples and case histories woven throughout the text. You’ll find more explicit focus on the marketing use of popular social media platforms, including both those that are well established and those that are emerging. Conceptual frameworks and the explication of a social media marketing plan are illustrated using a strong example. This edition’s conceptual frameworks are strengthened with additional teaching concepts, and best practices are emphasized. The authors provide a variety of social media initiatives to help you keep up with the latest developments and enable you to weave current social media marketing campaigns and developments into your course. Prepare your students for today’s ever-changing world of social media marketing with this winning book and package that are easy for you to modify for your needs.

Meet the Author

What's New

  • IMPROVED CONCEPTUAL FRAMEWORKS STRENGTHEN THIS EDITION’S APPROACH. This edition offers enhanced conceptual frameworks that present a proven eight-step strategy for developing a winning social media marketing plan. In addition, new frameworks further structure the book’s successful teaching and learning approaches.
  • NEW SOCIAL MEDIA CAMPAIGN EXAMPLES EMPHASIZE THE PRACTICALITY OF WHAT STUDENTS ARE LEARNING. Numerous timely and relevant examples are woven into each chapter to illustrate the book’s concepts in action.
  • NEW CHAPTER ADDRESSES A MULTITUDE OF TODAY’S SOCIAL MEDIA MARKETING TOOLS. You and your students examine a wealth of contemporary social media marketing tools that are potentially useful in your course itself. Students clearly see, first-hand, the many ways in which the complexity of social media marketing can be managed.
  • NEW INSTRUCTORS’ MANUAL PROVIDES SUPPORT FOR ENGAGING STUDENT ACTIVITIES. This helpful resource provides details for meaningful course projects and activities, including developing social media marketing plans and other relevant projects. It also offer helpful suggestions to integrate the development of a personal brand into course activities and projects.
  • UNPRECEDENTED ONLINE SUPPORT KEEPS YOUR COURSE UP TO DATE. Numerous, timely online tools as well as useful resources reflect the latest developments in the field to help you prepare your course and keep your course content relevant and engaging.

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