Learning Objectives
After reading this chapter, you will be able to:
- Understand the difference between traditional online marketing and the new social mobile-local marketing platforms and the relationships between social, mobile, and local marketing.
- Understand the social marketing process from fan acquisition to sales and the marketing capabilities of social marketing platforms such as Facebook, Twitter, and Pinterest.
- Identify the key elements of a mobile marketing campaign.
- Understand the capabilities of location-based local marketing.
Copyright © 2021 Kenneth C. Laudon and Carol G. Traver