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Handbook of Media Branding ...

Handbook of Media Branding

Siegert, Gabriele

Förster, Kati

Chan-Olmsted, Sylvia M

Ots, Mart

Springer

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

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Business Marketing Industrial management Mass media Communication Social sciences in mass media Journalism Business and Management Media Management Marketing Journalism Media Sociology

Monografía

monografia Rebiun17579185 https://catalogo.rebiun.org/rebiun/record/Rebiun17579185 150807s2015 gw | s |||| 0|eng d 9783319182360 978-3-319-18236-0 9783319182353 10.1007/978-3-319-18236-0. doi CBUC 991025586249706706 UMA.RE Handbook of Media Branding Recurso electrónico] edited by Gabriele Siegert, Kati Förster, Sylvia M Chan-Olmsted, Mart Ots Servicio en línea New York [etc.] Springer New York [etc.] New York [etc.] Springer IX, 414 p. 25 il., 1 il. en color IX, 414 p. 25 il., 1 il. en color 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 Modo de acceso: Word Wide Web Modo de acceso: World Wide Web Springer (e-Books) Business Marketing Industrial management Mass media Communication Social sciences in mass media Journalism Business and Management Media Management Marketing Journalism Media Sociology Siegert, Gabriele Förster, Kati Chan-Olmsted, Sylvia M Ots, Mart SpringerLink Books (Servicio en línea)

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monografia Rebiun17579185 https://catalogo.rebiun.org/rebiun/record/Rebiun17579185 150807s2015 gw | s |||| 0|eng d 9783319182360 978-3-319-18236-0 9783319182353 10.1007/978-3-319-18236-0. doi CBUC 991025586249706706 UMA.RE Handbook of Media Branding Recurso electrónico] edited by Gabriele Siegert, Kati Förster, Sylvia M Chan-Olmsted, Mart Ots Servicio en línea New York [etc.] Springer New York [etc.] New York [etc.] Springer IX, 414 p. 25 il., 1 il. en color IX, 414 p. 25 il., 1 il. en color 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 Modo de acceso: Word Wide Web Modo de acceso: World Wide Web Springer (e-Books) Business Marketing Industrial management Mass media Communication Social sciences in mass media Journalism Business and Management Media Management Marketing Journalism Media Sociology Siegert, Gabriele Förster, Kati Chan-Olmsted, Sylvia M Ots, Mart SpringerLink Books (Servicio en línea)