[雙語(yǔ)翻譯]--新媒體營(yíng)銷外文文獻(xiàn)翻譯--論社會(huì)營(yíng)銷與新媒體的適時(shí)性（英文）

1、Journal of Social MarketingSocial marketing at the right place and right time with new media Jay M. Bernhardt, Darren Mays, Amanda K. Hall,Article information:To cite this document: Jay M. Bernhardt, Darren Mays, Amanda

2、K. Hall, (2012) “Social marketing at the right place and right time with new media“, Journal of Social Marketing, Vol. 2 Issue: 2, pp.130-137, https:// doi.org/10.1108/20426761211243964 Permanent link to this document: h

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4、of this document has been downloaded 6550 times since 2012*Users who downloaded this article also downloaded:(2013),“Marketing via social media: a case study“, Library Hi Tech, Vol. 31 Iss 3 pp. 455-466 https://doi.org/1

5、0.1108/LHT-12-2012-0141(2012),“Are social media replacing traditional media in terms of brand equity creation?“, Management Research Review, Vol. 35 Iss 9 pp. 770-790 https:// doi.org/10.1108/01409171211255948Access to t

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10、ico and the LOCKSS initiative for digital archive preservation.Downloaded by Australian Catholic University At 02:58 21 June 2017 (PT)Social marketing at the right place and right time with new mediaJay M. Bernhardt Depa

11、rtment of Health Education and Behavior, University of Florida, Gainesville, Florida, USA Darren Mays Department of Oncology, Georgetown University Medical Center, Washington, District of Columbia, USA, and Amanda K. Hal

12、l Department of Health Education and Behavior, University of Florida, Gainesville, Florida, USAAbstractPurpose – The purpose of this paper is to seek to discuss how the new media revolution can improve social marketing b

13、y bringing the “place” (one of four P’s from the marketing mix) closer to the consumer.Design/methodology/approach – This paper describes current new media trends related to social media and mobile communication technolo

14、gies and discusses the implications of these technologies for social marketing by exploring examples of their use in commercial marketing, social change, and public health.Findings – The rapid growth of online social net

15、works and near ubiquity of mobile phones in much of the world offers social marketers enormous potential for engaging consumers in radically new ways. The nature of these new communication platforms differs from traditio

16、nal media in important ways that can make them more effective for marketing, most notably the potential for deeper consumer engagement, multi-directional information exchange, and location-based tracking and messaging.Pr

17、actical implications – The trends described in this paper are rapidly and fundamentally changing how commercial marketers, brand managers, and consumer relationship managers engage with the current and prospective consum

18、ers. Social Marketing should learn from these changes and leverage these new media to engage large numbers of consumers more deeply and closer to the “right place and right time” than they ever could before.Originality/v

19、alue – This paper explores a topic that has been introduced at the Global Non-Profit and Social Marketing Conference in Dublin, Ireland in April 2011. The discussion should encourage social marketers to reconsider the ro

20、le of “place” and explore how new media can bring place closer to consumers.Keywords Social marketing, New media, Social media, Mobile phones, 4 P’s, Mobile communication systemsPaper type ViewpointThe two most important

21、 requirements for success are: first, being at the right place at the right time, and second, doing something about it (Ray Kroc, McDonalds Founder, 1904-1984).The marketing mix (or four P’s) is the central construct to

22、planning and implementing social marketing programs designed to encourage behavior change (Grier and Bryant, 2005). Although price, product, and promotion strategies are usually central elementsThe current issue and full

23、 text archive of this journal is available atwww.emeraldinsight.com/2042-6763.htmJSOCM 2,2130Received 16 September 2011 Accepted 10 February 2012Journal of Social Marketing Vol. 2 No. 2, 2012 pp. 130-137 q Emerald Group