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Vermarktungsstrategien für das Buch im multimedialen Raum : Eine interdisziplinäre Untersuchung. /
The aim of this volume is to capture the economic, technological, social and cultural context of book marketing. Particular attention is paid to digitization and the resulting economy of attention and media convergence. The present studies focus on new trends in the areas of brand potential in the b...
| Clasificación: | Libro Electrónico |
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| Otros Autores: | |
| Formato: | Electrónico eBook |
| Idioma: | Alemán |
| Publicado: |
Wiesbaden :
Harrassowitz Verlag,
2015.
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| Colección: | Buchwissenschaftliche Beiträge aus dem Deutschen Bucharchiv München.
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| Temas: | |
| Acceso en línea: | Texto completo |
| Sumario: | The aim of this volume is to capture the economic, technological, social and cultural context of book marketing. Particular attention is paid to digitization and the resulting economy of attention and media convergence. The present studies focus on new trends in the areas of brand potential in the book industry, book marketing on television and the Internet (especially in social media) and filming of literary works as marketing for book publishers. The contributions intend to document the (inter)medial areas of action of book marketing scientifically - in the sense of a stock - or to explain them theoretically to a broad audience, which may consist of professionals in the book industry as well as academic researchers. They correspond to the multidisciplinary orientation of the book and media management competence area at the Institute for Media and Communication Management at the University of St.Gallen, in which all the authors of this volume worked. |
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| Descripción Física: | 1 online resource (vi, 249 pages) |
| ISBN: | 9783447193856 3447193859 |