Includes Index.

"The third edition of this market-leading textbook effectively demonstrates how social media fits into and complements the marketers' toolbox. Social Media Marketing blends essential theory with practical application and covers core skills such as strategic planning for social media applications, incorporating these platforms into the brand's marketing communications, and harnessing social media data to yield consumer insights. This textbook outlines the "four zones" of social media-community, publishing, entertainment, and commerce-which marketers can use as a part of the strategic planning processes to achieve their core objectives. The new edition has been extensively updated and expanded to include a new chapter on tactical planning and execution, and covers the latest research within social media marketing. It also incorporates new case studies and examples, including Facebook, Instagram, Twitter, and Snapchat, and discusses these in relation to globally recognized brands. This adaptation integrates India-specific examples, cases, and data to make the content suitable for the students of South Asia. Key Features Comprehensive, strategic, well-organized, and result-oriented coverage of social media Integration of latest examples and research data from India and the rest of the world in a reader-friendly layout New case studies on Indian brands-Patanjali, Saffola, Durex, and Uber (India) Robust companion website offering additional case studies, instructor resources, test bank, and suggested video links"-- Provided by publisher