A Quick Start Guide to Social Media Marketing: High Impact, Low-Cost Marketing That Works

The internet and digital media have changed the fundamentals of marketing. The digital age has increased the power of consumers when making purchasing decisions, meaning firms must adopt a more customer-centric approach. In the digital world, marketing communication is concerned with creating relati [...]
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The internet and digital media have changed the fundamentals of marketing. The digital age has increased the power of consumers when making purchasing decisions, meaning firms must adopt a more customer-centric approach. In the digital world, marketing communication is concerned with creating relationships and promoting mutual value.
This introductory guide is aimed at business people for whom implementation is a key issue. The text outlines the fundamental concepts and principles that govern marketing communications in the digital and interactive age, with particular emphasis on the key area of social networking. It gives insights into how certain theories and tools work in actual business scenarios. It also shows how to use social networking, and other digital marketing communication tools, to improve customer satisfaction.