| Description |
1 online resource (ix, 414 pages) : illustrations |
| Contents |
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 |
| Summary |
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 |
| Notes |
Includes index |
| Bibliography |
Includes bibliographical references at the end of each chapters and index |
| Notes |
English |
|
Online resource; title from PDF title page (EBSCO, viewed August 20, 2015) |
| Subject |
Branding (Marketing) -- Handbooks, manuals, etc
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Mass media -- Management -- Handbooks, manuals, etc
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Sales & marketing.
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Press & journalism.
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Sociology.
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Media, information & communication industries.
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BUSINESS & ECONOMICS -- Organizational Behavior.
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BUSINESS & ECONOMICS -- Industrial Management.
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BUSINESS & ECONOMICS -- Management.
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BUSINESS & ECONOMICS -- Management Science.
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Branding (Marketing)
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Mass media -- Management
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| Genre/Form |
handbooks.
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Handbooks and manuals
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Handbooks and manuals.
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Guides et manuels.
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| Form |
Electronic book
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| Author |
Siegert, Gabriele, editor.
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Förster, Kati, editor.
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Chan-Olmsted, Sylvia M., editor.
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Ots, Mart, editor
|
| ISBN |
9783319182360 |
|
3319182366 |
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9783319182377 |
|
3319182374 |
|
9783319362489 |
|
3319362488 |
|
