Social Media Marketing Management

Social Media Marketing Management: How to Penetrate Emerging Markets and Expand Your Customer Base, 1st Edition, is a textbook designed to examine transformations across the modern social media landscape. Taking a developing economy perspective, the text explores how organizations can integrate social media practices into their operational activities to build competitive advantage.

Coverage explains how digital platforms provide technological solutions to economic hurdles faced by governments, businesses, and populations at the bottom of the economic pyramid. It highlights how these networks offer emerging market enterprises low-cost opportunities to reach diverse segments and potentially leapfrog established competitors in developed economies.

The volume addresses practical difficulties encountered when adopting, integrating, and implementing social media tools. Geared primarily toward industry practitioners, this work also serves as an instructional resource for undergraduate and postgraduate academic programs.