![[雙語翻譯]--新媒體營銷外文文獻(xiàn)翻譯--論社會營銷與新媒體的適時(shí)性（英文）](https://static.zsdocx.com/FlexPaper/FileRoot/2020-10/9/22/1474cf43-3da3-4d3b-85c9-0a75c18f0f82/pic1.gif)
簡介：JOURNALOFSOCIALMARKETINGSOCIALMARKETINGATTHERIGHTPLACEANDRIGHTTIMEWITHNEWMEDIAJAYMBERNHARDT,DARRENMAYS,AMANDAKHALL,ARTICLEINFORMATIONTOCITETHISDOCUMENTJAYMBERNHARDT,DARRENMAYS,AMANDAKHALL,2012“SOCIALMARKETINGATTHERIGHTPLACEANDRIGHTTIMEWITHNEWMEDIA“,JOURNALOFSOCIALMARKETING,VOL2ISSUE2,PP130137,HTTPS//DOIORG/101108/20426761211243964PERMANENTLINKTOTHISDOCUMENTHTTPS//DOIORG/101108/20426761211243964DOWNLOADEDON21JUNE2017,AT0258PTREFERENCESTHISDOCUMENTCONTAINSREFERENCESTO41OTHERDOCUMENTSTOCOPYTHISDOCUMENTPERMISSIONSEMERALDINSIGHTCOMTHEFULLTEXTOFTHISDOCUMENTHASBEENDOWNLOADED6550TIMESSINCE2012USERSWHODOWNLOADEDTHISARTICLEALSODOWNLOADED2013,“MARKETINGVIASOCIALMEDIAACASESTUDY“,LIBRARYHITECH,VOL31ISS3PP455466HTTPS//DOIORG/101108/LHT12201201412012,“ARESOCIALMEDIAREPLACINGTRADITIONALMEDIAINTERMSOFBRANDEQUITYCREATION“,MANAGEMENTRESEARCHREVIEW,VOL35ISS9PP770790HTTPS//DOIORG/101108/01409171211255948ACCESSTOTHISDOCUMENTWASGRANTEDTHROUGHANEMERALDSUBSCRIPTIONPROVIDEDBYEMERALDSRM401304FORAUTHORSIFYOUWOULDLIKETOWRITEFORTHIS,ORANYOTHEREMERALDPUBLICATION,THENPLEASEUSEOUREMERALDFORAUTHORSSERVICEINFORMATIONABOUTHOWTOCHOOSEWHICHPUBLICATIONTOWRITEFORANDSUBMISSIONGUIDELINESAREAVAILABLEFORALLPLEASEVISITWWWEMERALDINSIGHTCOM/AUTHORSFORMOREINFORMATIONABOUTEMERALDWWWEMERALDINSIGHTCOMEMERALDISAGLOBALPUBLISHERLINKINGRESEARCHANDPRACTICETOTHEBENEFITOFSOCIETYTHECOMPANYMANAGESAPORTFOLIOOFMORETHAN290JOURNALSANDOVER2,350BOOKSANDBOOKSERIESVOLUMES,ASWELLASPROVIDINGANEXTENSIVERANGEOFONLINEPRODUCTSANDADDITIONALCUSTOMERRESOURCESANDSERVICESEMERALDISBOTHCOUNTER4ANDTRANSFERCOMPLIANTTHEORGANIZATIONISAPARTNEROFTHECOMMITTEEONPUBLICATIONETHICSCOPEANDALSOWORKSWITHPORTICOANDTHELOCKSSINITIATIVEFORDIGITALARCHIVEPRESERVATIONDOWNLOADEDBYAUSTRALIANCATHOLICUNIVERSITYAT025821JUNE2017PTSOCIALMARKETINGATTHERIGHTPLACEANDRIGHTTIMEWITHNEWMEDIAJAYMBERNHARDTDEPARTMENTOFHEALTHEDUCATIONANDBEHAVIOR,UNIVERSITYOFFLORIDA,GAINESVILLE,FLORIDA,USADARRENMAYSDEPARTMENTOFONCOLOGY,GEORGETOWNUNIVERSITYMEDICALCENTER,WASHINGTON,DISTRICTOFCOLUMBIA,USA,ANDAMANDAKHALLDEPARTMENTOFHEALTHEDUCATIONANDBEHAVIOR,UNIVERSITYOFFLORIDA,GAINESVILLE,FLORIDA,USAABSTRACTPURPOSE–THEPURPOSEOFTHISPAPERISTOSEEKTODISCUSSHOWTHENEWMEDIAREVOLUTIONCANIMPROVESOCIALMARKETINGBYBRINGINGTHE“PLACE”O(jiān)NEOFFOURP’SFROMTHEMARKETINGMIXCLOSERTOTHECONSUMERDESIGN/METHODOLOGY/APPROACH–THISPAPERDESCRIBESCURRENTNEWMEDIATRENDSRELATEDTOSOCIALMEDIAANDMOBILECOMMUNICATIONTECHNOLOGIESANDDISCUSSESTHEIMPLICATIONSOFTHESETECHNOLOGIESFORSOCIALMARKETINGBYEXPLORINGEXAMPLESOFTHEIRUSEINCOMMERCIALMARKETING,SOCIALCHANGE,ANDPUBLICHEALTHFINDINGS–THERAPIDGROWTHOFONLINESOCIALNETWORKSANDNEARUBIQUITYOFMOBILEPHONESINMUCHOFTHEWORLDOFFERSSOCIALMARKETERSENORMOUSPOTENTIALFORENGAGINGCONSUMERSINRADICALLYNEWWAYSTHENATUREOFTHESENEWCOMMUNICATIONPLATFORMSDIFFERSFROMTRADITIONALMEDIAINIMPORTANTWAYSTHATCANMAKETHEMMOREEFFECTIVEFORMARKETING,MOSTNOTABLYTHEPOTENTIALFORDEEPERCONSUMERENGAGEMENT,MULTIDIRECTIONALINFORMATIONEXCHANGE,ANDLOCATIONBASEDTRACKINGANDMESSAGINGPRACTICALIMPLICATIONS–THETRENDSDESCRIBEDINTHISPAPERARERAPIDLYANDFUNDAMENTALLYCHANGINGHOWCOMMERCIALMARKETERS,BRANDMANAGERS,ANDCONSUMERRELATIONSHIPMANAGERSENGAGEWITHTHECURRENTANDPROSPECTIVECONSUMERSSOCIALMARKETINGSHOULDLEARNFROMTHESECHANGESANDLEVERAGETHESENEWMEDIATOENGAGELARGENUMBERSOFCONSUMERSMOREDEEPLYANDCLOSERTOTHE“RIGHTPLACEANDRIGHTTIME”THANTHEYEVERCOULDBEFOREORIGINALITY/VALUE–THISPAPEREXPLORESATOPICTHATHASBEENINTRODUCEDATTHEGLOBALNONPROFITANDSOCIALMARKETINGCONFERENCEINDUBLIN,IRELANDINAPRIL2011THEDISCUSSIONSHOULDENCOURAGESOCIALMARKETERSTORECONSIDERTHEROLEOF“PLACE”ANDEXPLOREHOWNEWMEDIACANBRINGPLACECLOSERTOCONSUMERSKEYWORDSSOCIALMARKETING,NEWMEDIA,SOCIALMEDIA,MOBILEPHONES,4P’S,MOBILECOMMUNICATIONSYSTEMSPAPERTYPEVIEWPOINTTHETWOMOSTIMPORTANTREQUIREMENTSFORSUCCESSAREFIRST,BEINGATTHERIGHTPLACEATTHERIGHTTIME,ANDSECOND,DOINGSOMETHINGABOUTITRAYKROC,MCDONALDSFOUNDER,19041984THEMARKETINGMIXORFOURP’SISTHECENTRALCONSTRUCTTOPLANNINGANDIMPLEMENTINGSOCIALMARKETINGPROGRAMSDESIGNEDTOENCOURAGEBEHAVIORCHANGEGRIERANDBRYANT,2005ALTHOUGHPRICE,PRODUCT,ANDPROMOTIONSTRATEGIESAREUSUALLYCENTRALELEMENTSTHECURRENTISSUEANDFULLTEXTARCHIVEOFTHISJOURNALISAVAILABLEATWWWEMERALDINSIGHTCOM/20426763HTMJSOCM2,2130RECEIVED16SEPTEMBER2011ACCEPTED10FEBRUARY2012JOURNALOFSOCIALMARKETINGVOL2NO2,2012PP130137QEMERALDGROUPPUBLISHINGLIMITED20426763DOI101108/20426761211243964DOWNLOADEDBYAUSTRALIANCATHOLICUNIVERSITYAT025821JUNE2017PT
下載積分： 10 賞幣
上傳時(shí)間：2024-03-13
頁數(shù)： 11
大小： 0.15(MB)
子文件數(shù)：
