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Handbook of media branding /
This comprehensive handbook critically addresses current issues and achievements in the field of media branding. By discussing media branding from different viewpoints, disciplines and research traditions, this book offers fresh perspectives and identifies areas of interest for further research. The...
| Clasificación: | Libro Electrónico |
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| Otros Autores: | , , , |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Cham :
Springer,
2015.
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| Temas: | |
| Acceso en línea: | Texto completo |
| Sumario: | This comprehensive handbook critically addresses current issues and achievements in the field of media branding. By discussing media branding from different viewpoints, disciplines and research traditions, this book offers fresh perspectives and identifies areas of interest for further research. The authors highlight the peculiarities of this field and reveal links and commonalities with other areas of study within communication science. The chapters address different research areas, such as society-, content-, management-, audience- as well as advertising aspects of media brands. This handbook thus brings together contributions from different areas making it a valuable resource for researchers and experts from industry interested in media branding. |
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| Notas: | Includes index. |
| Descripción Física: | 1 online resource (ix, 414 pages) : illustrations |
| Bibliografía: | Includes bibliographical references at the end of each chapters and index. |
| ISBN: | 9783319182360 3319182366 9783319182377 3319182374 9783319362489 3319362488 |