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Handbook of Media Branding

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Handbook of Media Branding/ edited by Gabriele Siegert, Kati Förster, Sylvia M. Chan-Olmsted, Mart Ots.
other author:	Siegert, Gabriele.
Description:	IX, 414 p. 25 illus., 1 illus. in color.online resource. :
Contained By:	Springer Nature eBook
Subject:	Industrial management. -
Online resource:	https://doi.org/10.1007/978-3-319-18236-0
ISBN:	9783319182360

Handbook of Media Branding
Handbook of Media Branding[electronic resource] /edited by Gabriele Siegert, Kati Förster, Sylvia M. Chan-Olmsted, Mart Ots. - 1st ed. 2015. - IX, 414 p. 25 illus., 1 illus. in color.online resource.

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.

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.

ISBN: 9783319182360

Standard No.: 10.1007/978-3-319-18236-0doiSubjects--Topical Terms:

556510
Industrial management.

LC Class. No.: HD28-70

Dewey Class. No.: 658

Handbook of Media Branding
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