{"product_id":"the-social-media-mba-9781119963233","title":"The Social Media MBA","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eGives you the tools to make a difference to your organisation's social media strategy development and delivery going forward. This title offers an educational programme written for experienced social media professionals.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003e'Standalone, easy-to-read chapters with a clear structure. (CPO Agenda, April 2012) Written with clear experience, bringing a new perspective to an older subject. (Professional Manager, May 2012)\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003ePreface vii  \u003cp\u003e\u003cb\u003ePart I Foundation 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e1\u003c\/b\u003e Quick Recap 3\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2\u003c\/b\u003e Bridging the Social Media Gap 15\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II Strategy Development 27\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3\u003c\/b\u003e Inspiring and Facilitating Creativity 29\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4\u003c\/b\u003e The Rise of Branded Content 39\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5\u003c\/b\u003e Power of Integration 49\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6\u003c\/b\u003e Intent is the New Demographic 63\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7\u003c\/b\u003e Targeting the Easily Infl uenced Not the Highly Influential 75\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III Strategy Delivery 89\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e8\u003c\/b\u003e Your Best Advocates 91\u003c\/p\u003e \u003cp\u003e\u003cb\u003e9\u003c\/b\u003e The Profit Manifesto 101\u003c\/p\u003e \u003cp\u003e\u003cb\u003e10\u003c\/b\u003e Social Media Business Engineering 117\u003c\/p\u003e \u003cp\u003e\u003cb\u003e11\u003c\/b\u003e Power Struggles of the Advocate Age 131\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart IV Case Studies 145\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e12\u003c\/b\u003e ARM 147\u003c\/p\u003e \u003cp\u003e\u003cb\u003e13\u003c\/b\u003e Aviva 153\u003c\/p\u003e \u003cp\u003e\u003cb\u003e14\u003c\/b\u003e Dell 157\u003c\/p\u003e \u003cp\u003e\u003cb\u003e15\u003c\/b\u003e Evans Cycles 163\u003c\/p\u003e \u003cp\u003e\u003cb\u003e16\u003c\/b\u003e GlaxoSmithKline 167\u003c\/p\u003e \u003cp\u003e\u003cb\u003e17\u003c\/b\u003e Kodak 173\u003c\/p\u003e \u003cp\u003e\u003cb\u003e18\u003c\/b\u003e Royal Philips Electronics 179\u003c\/p\u003e \u003cp\u003e\u003cb\u003e19\u003c\/b\u003e Sage 185\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart V The Future 191\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e20\u003c\/b\u003e The Ethnocentric Bias 193\u003c\/p\u003e \u003cp\u003e\u003cb\u003e21\u003c\/b\u003e Digital Dragons, Elephants and Tigers 205\u003c\/p\u003e \u003cp\u003e\u003cb\u003e22\u003c\/b\u003e Design Thinking and Social Media 221\u003c\/p\u003e \u003cp\u003e\u003cb\u003e23\u003c\/b\u003e God Technology 235\u003c\/p\u003e \u003cp\u003e\u003ci\u003eConclusion 245\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eBiographies 247\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eIndex 259\u003c\/i\u003e\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49407194825047,"sku":"9781119963233","price":15.29,"currency_code":"GBP","in_stock":false}],"url":"https:\/\/bookcurl.com\/products\/the-social-media-mba-9781119963233","provider":"Book Curl","version":"1.0","type":"link"}