Social Media Marketing: A Strategic Approach

About Debra ZahayDonald I. BarkerJanna ParkerMary RobertsMelissa Barker

Donald I. Barker has authored coauthored and contributed to 41 cutting-edge and best-selling textbooks on subjects ranging from computer operating systems and expert systems to Internet research and social media marketing. He holds an M.B.A. from Eastern Washington University with an emphasis in marketing research. As an assistant professor of information systems at Gonzaga University he was honored with the Best Theoretical Paper Award by the International Business Schools Computer Users Group Annual North American Conference. He also received numerous Jepson Scholarship Awards for notable publications in the field of artificial intelligence. As senior editor of PC AI Magazine he wrote a popular column for the magazine. For more information about the author visit: www.donbarker.com. Dr. Mary Lou Roberts was professor emeritus of management and marketing at the University of Massachusetts Boston. She earned her Ph.D. in marketing from the University of Michigan and taught marketing and related courses for over 20 years. Dr. Roberts served as senior author of DIRECT MARKETING MANAGEMENT and co-author of this book. She published extensively in marketing journals in the United States and Europe. In 1997 Dr. Roberts's article Expanding the Role of the Direct Marketing Database was included in the Journal of Direct Marketing Best of the Decade Ten Year Retrospective. She was an active member of many professional organizations and served on a number of local and national boards including the American Marketing Association Mass Audubon and the Advisory Board of Professional Organizations of the U.S. Department of the Census. Dr. Roberts passed in January of 2020 leaving a significant gap in today's marketing and management educational profession. Melissa S. Barker is a digital marketing consultant international keynote speaker and founder of Strategy Now LLC. She has been helping businesses with social media strategy for over a decade. Melissa specializes in working with technology companies notable clients include Palo Alto Networks Mineral StackPulse Hubb Act-On Software Jive Software Allstream Instore and Siber Systems. She has co-authored six leading-edge textbooks. She created the first accredited social media marketing certificate in Washington State. In addition Melissa developed and teaches the Social Media Master Certification to help small business owners and the next generation of marketers.. She has been a speaker at ITEXPO Digital Summit Innotech Oregon and interviewed on television and podcasts. Melissa holds an M.B.A. from the Atkinson Graduate School of Management and a B.A. in public relations from Gonzaga University. For more information about Melissa visit: www.melissabarker.com. Janna Parker is an assistant professor in the department of marketing at James Madison University in Harrisonburg Virginia. She teaches within the digital marketing concentration. Her D.B.A. in marketing is from Louisiana Tech University. In addition to co-authoring this text Dr. Parker has published in several marketing journals and has addressed social media within the Journal of Business Research. She serves as vice president of engagement for the Academy of Marketing Science where she oversees the Academy's teaching certificate programs. She is also one of the developers of the Teaching Digital Marketing Certificate along with Dr. Zahay. In addition Dr. Parker serves on the editorial review board for the Journal of Marketing Education. Dr. Debra Zahay is a full professor of marketing at St. Edward's University in Austin Texas. She has overseen the inclusion of digital marketing and analytics in the undergraduate and graduate curriculums. Dr. Zahay researches how firms can facilitate customer relationships using digital technology particularly using customer information effectively. She served as a vice president on the executive board of the Chicago American Marketing Association and the board of the Marketing EDGE organization. She currently serves on the editorial boards of Industrial Marketing Management Journal of Marketing Analytics and Journal of Marketing Education. She was editor-in-chief of the Journal of Research in Interactive Marketing from 20122017 where she guided the explosive growth and expanding influence of that journal. She has co-authored 30 academic articles and an additional Cengage text on social media marketing and has authored a short book for teaching digital marketing in master's-level courses. She holds her Ph.D. in marketing (business administration) from the University of Illinois.