MARC Record from marc_columbia

LEADER: 03563cam a2200541Ii 4500
001 15885058
005 20220301130213.0
008 210303t20222022nyua b 001 0 eng d
024 $a99989519570
035 $a(OCoLC)on1240305874
040 $aYDX$beng$erda$cYDX$dBDX$dUAB$dOCLCO$dOCLCF$dNZTOI$dBBW
019 $a1240306813
020 $a0190925434
020 $a9780190925437
020 $a0190925396$q(paperback)
020 $a9780190925390$q(paperback)
035 $a(OCoLC)1240305874$z(OCoLC)1240306813
050 4 $aHF5415.125$b.L88 2022
082 04 $a658.872$223
100 1 $aLuttrell, Regina,$d1975-$eauthor.
245 10 $aDigital strategies :$bdata-driven public relations, marketing, and advertising /$cRegina Luttrell, Susan F. Emerick, Adrienne Wallace.
264 1 $aNew York, New York ;$aOxford, England :$bOxford University Press,$c[2022]
264 4 $c©2022
300 $axv, 249 pages :$billustrations ;$c24 cm
336 $atext$btxt$2rdacontent
336 $astill image$bsti$2rdacontent
337 $aunmediated$bn$2rdamedia
338 $avolume$bnc$2rdacarrier
504 $aIncludes bibliographical references and index.
505 00 $gPart I:$tFOUNDATIONS OF DATA-DRIVEN INSIGHTS --$tEra of Artificial Intelligence --$tLUPE model : Developing Data-Driven Campaigns --$tAnything can be Measured; Measure What Counts --$gPart 2:$tCASE STUDIES --$tConvergence of social media, search and content marketing -- Chapter 5 Data-driven influencer strategy -- Chapter 6: Creating compelling content through visual storytelling -- Chapter 7: Corporate social responsibility and corporate activism -- Chapter 8: Engagement through crowdsourcing and user-generated content -- Chapter 9: Social customer experience (CX) -- Chapter 10: Crisis communications in a data-driven world -- Chapter 11: Geofencing and hypertargeting strategies -- Chapter 12: Future implications of data-driven decisions.
520 $a"Digital Strategies explains the role of social media in public relations, marketing, and business decisions. In plain language and engaging case studies this book lays out the strategies, tactics, successes, and challenges of the contemporary media environment so that students learn the fundamentals through practical examples. It is designed to improve the readiness of students entering the field of communications and advance the reader's understanding of the social web and how emerging technologies rooted in artificial intelligence bring new capabilities and insights from social intelligence to the profession." -- provided by publisher.
650 0 $aInternet marketing.
650 0 $aMarketing$xManagement$xData processing.
650 0 $aPublic relations$xData processing.
650 0 $aInternet advertising.
650 0 $aTechnology in advertising.
650 0 $aStrategic planning$xData processing.
650 0 $aCommunication in marketing$xTechnological innovations.
650 0 $aCustomer relations$xTechnological innovations.
650 7 $aInternet advertising.$2fast$0(OCoLC)fst00977220
650 7 $aInternet marketing.$2fast$0(OCoLC)fst00977272
650 7 $aMarketing$xManagement$xData processing.$2fast$0(OCoLC)fst01010214
650 7 $aPublic relations$xData processing.$2fast$0(OCoLC)fst01082900
650 7 $aStrategic planning$xData processing.$2fast$0(OCoLC)fst01134379
650 7 $aTechnology in advertising.$2fast$0(OCoLC)fst01762447
700 1 $aEmerick, Susan F.,$eauthor.
700 1 $aWallace, Adrienne A.,$d1976-$eauthor.
852 00 $boff,bus$hHF5415.125$i.L88 2022g