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...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Otros Autores: Siegert, Gabriele (Editor ), Förster, Kati (Editor ), Chan-Olmsted, Sylvia M. (Editor ), Ots, Mart (Editor )
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Cham : Springer, 2015.
Temas:
Branding (Marketing) > Handbooks, manuals, etc.
Mass media > Management > Handbooks, manuals, etc.
Stratégie de marque > Guides, manuels, etc.
Médias > Gestion > Guides, manuels, etc.
Sales & marketing.
Press & journalism.
Sociology.
Media, information & communication industries.
BUSINESS & ECONOMICS > Organizational Behavior.
BUSINESS & ECONOMICS > Industrial Management.
BUSINESS & ECONOMICS > Management.
BUSINESS & ECONOMICS > Management Science.
Branding (Marketing)
Mass media > Management
Handbook
handbooks.
Handbooks and manuals
Handbooks and manuals.
Guides et manuels.
Acceso en línea:Texto completo
Tabla de Contenidos:
  • Preface
  • Part I: Media Branding: Locating an Emerging Research Area
  • Part II: The Management Perspective: Media Brands as Management Task
  • Part III: The Product Perspective: Media Brands as Branded Content
  • Part IV: the Communication Perspective: Media Brands as Marketing Communication and Co-Creation
  • Part V: The Consumer Perspective: Media Brands as an Audience Construct
  • Part V: The Value Perspective: Media Brands Between Societal Expectations, Quality and Profit.

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