Integrating social media in the marketing mix: the case ofBest Practice

  • Melinda KENNEWAY, Charlie RAPPLE
  • Learned Publishing, January 2012, Wiley
  • DOI: 10.1087/20120103

Integrating social media marketing in the marketing mix.

Photo by William Iven on Unsplash

Photo by William Iven on Unsplash

What is it about?

This article describes the value of social media tactics embedded within a broader campaign utilisng more traditional marketing activities.

Why is it important?

This article presents the results of one of the first major social media-based campaigns on the scholarly communications industry, achieving significant market awareness and engagement.


Charlie Rapple

It's interesting that 3 years after the publication of this paper, social media is still not commonly used as part of publishers' marketing mix. Campaigns still tend to be quite broad brush whereas social media tends to lend itself better to more targeted projects.

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The following have contributed to this page: David Sommer, Charlie Rapple, Mr Richard D Ridge, Melinda Kenneway, Louise Russell, and Mrs Charlotte Arbuthnott