An Introduction to Social Media Marketing by Alan Charlesworth

An Introduction to Social Media Marketing by Alan Charlesworth

An Introduction to Social Media Marketing is the first textbook for students that offers a step by step guide to social media marketing. Mirroring its sister text, Digital Marketing: a Practical Approach, this book is grounded in solid academic underpinnings, but has a a lighter, hands-on approach that is perfect for shorter courses and additional reading.

'Charlesworth, who has been involved in digital marketing since 1996, has written a book aimed at introducing marketing people to social media strategiesThough the book primarily focuses on Facebook, YouTube, and Twitter, other types of social media are sprinkled throughout the text. The chapter on social networking in online communities emphasizes LinkedIn's supplanting of traditional business networking. Extended coverage in the book includes social shopping and sharing sites, where a social network of shoppers can inform others in the same network. Many statistics, such as how only 7 percent of respondents to a 2014 survey had never checked an online review prior to making a purchase, pepper the text in an engaging way. Furthermore, the author provides useful exercises at the end of chapters, and the writing features catchy section headings, such as "Is the value of a Facebook friend 37 cents?" and "Your own comments might be illegal." Summing Up: Recommended. Upper-division undergraduates and above' --C. Wankel, St. John's University, New York, in CHOICE July 2015

‘This is a very comprehensive book that offers excellent theoretical background and illustrates with real-life examples. It provides significant insights into the dynamic role of social media in marketing and will be very useful for both the students as well as the social media marketing practitioners.’ – Prithwiraj Nath, Norwich Business School, University of East Anglia, UK

‘Another great book by Charlesworth. As is the case with his texts, the work is very accessible to readers new to the subject, whilst offering insights for the more experienced academic and practitioner. This book takes a logical tour through social media marketing. In addition, it avoids the overly optimistic ‘dogma’ often found in this subject area. This book is a fine attempt to consider social media marketing from a more hard-nosed perspective. It is not only an informative text but also a thoroughly enjoyable read.’ - Dr Michael Cassop Thompson, Senior Lecturer, Leeds Beckett University, UK

Alan Charlesworth is a Senior Lecturer in Marketing and has been involved in digital marketing as a practitioner, consultant, trainer, researcher, educator and author since 1996

SKU	Unavailable
ISBN 13	9780415856164
ISBN 10	0415856167
Title	An Introduction to Social Media Marketing
Author	Alan Charlesworth
Condition	Unavailable
Binding Type	Hardback
Publisher	Routledge
Year published	2014-12-10
Number of pages	250
Cover note	Book picture is for illustrative purposes only, actual binding, cover or edition may vary.