Skip repeated menu and go directly to contents

San Diego State University

Fowler College of
Business Administration

Intellectual Contribution

Title
Satellite Marketing: Using Social Media to Create Engagement
Author(s)
Popović, K.
Type of Research
Books
Date Published
2015, Before July
Contribution Type
Contributions to practice (applied research)
Contribution Category
D
Points
5
Publisher
CRC Press
Location
New York
URL
http://www.crcpress.com/product/isbn/9781482256147
ISBN
9781482256147
Abstract
Satellite Marketing provides a complete understanding of social media and a proven process to create an actionable strategic plan that is based on goals. Readers will learn why successful marketing has evolved from product-centric to customer-centric, as well as lessons learned from established communications channels that aptly apply to social media. The book details a step-by-step process to help readers identify measurable goals, better understand the audience, create a strategy, select social media, build engagement, develop a communications plan, and measure performance.