Beschreibung
Ranked among the best marketing/advertisement books in the world by Bookauthority
This updated and largely extended fifth edition of this global bestseller, chosen by Bookauthority as one of the best marketing/advertising books in the world and used by academics and practitioners alike as well as top-tier universities as compulsory reading in the corresponding study courses includes new content on tactical planning and execution and coverage of the latest research within social media marketing and the Metaverse and its impact on companies, organisations and customers.
This guide explains the most important theoretical aspects in an easily accessible way to facilitate the transfer of this knowledge into real decision-making situations and leads readers through the maze of communities, platforms, and social media tools so that they can better decide which tools to use, and how to use them most effectively.
Consequently, this textbook continues to set a benchmark for achievement in social media marketing guides.
Reviews
‘Clever, clear, and a practical guide on creating and executing social media marketing strategies […] this is an innovative, smart and enjoyable book. Considering that social media is a critical element of marketing in the 21st Century, this book is a must-read book for marketers and future marketers.’
Journal of Multidisciplinary Research, 12(2), 2020, Dr. H. Gringarten
‘This book is an indispensable guidance for 21st century professional marketers, who seek to leverage social media to win in consumer communication.’
Kohzoh Takaoka, President & CEO, Nestlé Japan Ltd.
‘This is the book that will help you master social media, the indispensable element in every marketing program.’
Al Ries, Chairman, Ries & Ries
The authors
Svend Hollensen is an Associate Professor of International Marketing at the University of Southern Denmark. He is the author of globally published textbooks and several articles in well-recognised journals. Svend Hollensen has also worked as a consultant for several multinational companies, as well as global organizations like the World Bank.
Philip Kotler is the S. C. Johnson & Son Distinguished Professor of International Marketing at Northwestern University’s Kellogg School of Management, and one of the world’s leading authorities on marketing. His writing has defined marketing around the world for the past decades. Philip Kotler is the recipient of numerous awards and honorary degrees.
Marc Oliver Opresnik is a Distinguished Professor of Marketing at the Technische Hochschule Lübeck as well as a Member of the Board of Directors at SGMI Management Institute St. Gallen and TEDx Speaker. He is Chief Research Officer at Kotler Impact Inc. and a global co-author of marketing legend Philip Kotler. With his many years of international experience, Marc Opresnik is one of the world’s most renowned marketing, management and negotiation experts.
