Скачать или смотреть Managing Digital Communications & Social Media | Chapter 13 - Marketing Management (16th Edition)

Chapter 13 of Marketing Management (16th Global Edition) by Philip Kotler, Kevin Lane Keller, and Alexander Chernev explores how companies leverage digital communications and social media to connect with customers, build brand relationships, and drive business growth. The chapter begins by defining the digital marketing landscape, including owned, earned, and paid media channels, and explaining how these work together to create a cohesive online presence. Kotler examines the role of company websites as brand hubs, emphasizing usability, content relevance, and search engine optimization (SEO) to improve discoverability. The chapter covers key digital communication tools such as display advertising, search engine marketing (SEM), email campaigns, and online video marketing, highlighting their strengths, limitations, and integration into broader campaigns. Social media platforms—including Facebook, Instagram, X (formerly Twitter), LinkedIn, TikTok, and YouTube—are analyzed for their unique audience profiles, engagement strategies, and content formats. Kotler also explains the principles of community management, influencer marketing, and user-generated content (UGC) in fostering authentic brand engagement. Measurement and analytics are central themes, with metrics such as reach, impressions, click-through rates, conversions, and sentiment analysis guiding performance optimization. The chapter addresses challenges such as content saturation, algorithm changes, and brand safety, along with strategies for crisis communication in the digital space. Real-world examples from brands like Nike, Starbucks, and Airbnb show how creative, consistent, and data-driven digital communications can enhance customer loyalty and brand equity.

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