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EBOOKCENTRAL_ocn959151110 |
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OCoLC |
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20240329122006.0 |
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160924s2016 cau o 001 0 eng d |
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|a EBLCP
|b eng
|e pn
|c EBLCP
|d OCLCQ
|d DEBBG
|d UKAHL
|d OCLCQ
|d REDDC
|d OCLCF
|d OCLCO
|d OCLCL
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|a 9781440833434
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|a 1440833435
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|a (OCoLC)959151110
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|a HF5823
|b .N447 2016
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|a 659.1
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|a UAMI
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100 |
1 |
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|a Wang, Ming.
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245 |
1 |
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|a The New Advertising :
|b Branding, Content, and Consumer Relationships in the Data-Driven Social Media Era.
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260 |
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|a Santa Barbara :
|b ABC-CLIO,
|c 2016.
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300 |
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|a 1 online resource (845 pages)
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336 |
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|a text
|b txt
|2 rdacontent
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|a computer
|b c
|2 rdamedia
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|a online resource
|b cr
|2 rdacarrier
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|a Print version record.
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|a Cover; Volume 1: Traditional Advertising Transformed; Half Title; Title; Copyright; Contents; Tables and Figures; Foreword; Preface; Introduction to Volume 1; Part I: New Advertising: Born of Technology; 1. Ripe for Change-But Resisting It; 2. Consumer Information Overload: Shift to Consumer-Centric Advertising Model; 3. Building Relationships with Empowered Consumers; 4. Big Data and the Digital Transformation in Advertising; Part II: Traditional Morphs into New Advertising; 5. Customer Relationship Management Strategy: More Important Now Than Ever Before.
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505 |
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|a 6. Tailoring Promotional Materials: Is It Worth It?7. Direct-to-Consumer Advertising and Interactive Media: Historical Development, Stakeholder Relations, Regulatory Challenges, and Future Directions; 8. Electronic Word-of-Mouth and User-Generated Content: Past, Present, and Future; 9. Native Advertising: Engagement, Deception, and Implications for Theory; 10. Streaming Video: Anytime, Anywhere; 11. How Does It Play Out? The Intersection of Gaming and Advertising; 12. Experiential Marketing: Interaction in Person; Part III: How and Where to Reach Empowered Consumers.
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505 |
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|a 13. Branding: Changing the "How" and "Where" in Reaching Today's Consumers14. Content Strategy in a Paid/Owned/Earned Media World; 15. The Interaction Is the Message: A Framework for User Experience Approaches with Owned Media; Select Bibliography; Index; About the Editors and Contributors; Volume 2: New Media, New Uses, New Metrics; Half Title; Title; Copyright; Contents; Tables and Figures; Introduction to Volume 2; Part I: Social Media = New Channels ; 1. Social Media Engagement: Advertising Practices, Measurement, Issues, and Constraints.
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505 |
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|a 2. Social Media Marketing: A 3A's Model of Best Practices3. Investigating the Antecedents of Social Media Behavior among Multicultural Segments; Part II: Going Mobile ; 4. Mobile: Everyone's Answer Box; 5. Branded Apps and Mobile Platforms as New Tools for Advertising; 6. Unraveling User Psychology of Location Check-Ins via Mobile Devices: Motivations, Privacy Concerns, and Indirect Advertising Effects of Location-Based Information Sharing in Social Media; 7. Real-Time Marketing: The Agility to Leverage "Now"; 8. Fit or Unfit: The Role of Advertising in Wearable Devices.
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505 |
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|a 9. Persuasive Avatars: Extending the Self through New Media AdvertisingPart III: Algorithms, Analytics, and Concerns ; 10. Road of Discovery: The Intricacies of Search Marketing; 11. Programmatic: The Next Step in Media Buying, Audience Targeting, and Online Advertising; 12. Measurement and Evaluation of New Platforms: Analytics Tools Explained; 13. Tracking Audience Data for Your Content on Social Platforms; 14. Privacy: Future Threat or Opportunity?; 15. Ethical Advertising in Today's New Advertising Ecosystem; Epilogue: The Future of Advertising: What You Should Know; Select Bibliography.
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500 |
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|a Includes index.
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590 |
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|a ProQuest Ebook Central
|b Ebook Central Academic Complete
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650 |
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0 |
|a Advertising.
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650 |
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0 |
|a Internet advertising.
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650 |
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0 |
|a Internet marketing.
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650 |
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0 |
|a Social media.
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650 |
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6 |
|a Publicité sur Internet.
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650 |
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6 |
|a Marketing sur Internet.
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650 |
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6 |
|a Médias sociaux.
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650 |
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7 |
|a social media.
|2 aat
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650 |
|
7 |
|a Advertising
|2 fast
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650 |
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7 |
|a Internet advertising
|2 fast
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650 |
|
7 |
|a Internet marketing
|2 fast
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650 |
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7 |
|a Social media
|2 fast
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700 |
1 |
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|a Jones, Valerie.
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700 |
1 |
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|a Brown, Ruth.
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700 |
1 |
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|a Wang, Ming.
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758 |
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|i has work:
|a The new advertising Traditional advertising transformed Volume 1 (Text)
|1 https://id.oclc.org/worldcat/entity/E39PCFKbvdgJhwbK8CHTTPfJcP
|4 https://id.oclc.org/worldcat/ontology/hasWork
|
776 |
0 |
8 |
|i Print version:
|a Wang, Ming.
|t New Advertising : Branding, Content, and Consumer Relationships in the Data-Driven Social Media Era.
|d Santa Barbara : ABC-CLIO, ©2016
|z 9781440833427
|
856 |
4 |
0 |
|u https://ebookcentral.uam.elogim.com/lib/uam-ebooks/detail.action?docID=4694052
|z Texto completo
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938 |
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|a Askews and Holts Library Services
|b ASKH
|n AH41638331
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938 |
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|a Askews and Holts Library Services
|b ASKH
|n AH30964589
|
938 |
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|a ProQuest Ebook Central
|b EBLB
|n EBL4694052
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994 |
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|a 92
|b IZTAP
|