大葉大學圖書館 |

Handbook of media branding[electronic resource] /

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
杜威分類號:	658.827
書名/作者:	Handbook of media branding/ edited by Gabriele Siegert ... [et al.].
其他作者:	Siegert, Gabriele.
出版者:	Cham : : Springer International Publishing :, 2015.
面頁冊數:	ix, 414 p. : : ill., digital ;; 24 cm.
Contained By:	Springer eBooks
標題:	Journalism.
標題:	Media Sociology.
標題:	Branding (Marketing)
標題:	Mass media - Handbooks, manuals, etc. - Management
標題:	Economics/Management Science.
標題:	Media Management.
標題:	Marketing.
ISBN:	9783319182360
ISBN:	9783319182353
內容註:	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.
摘要、提要註:	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.
電子資源:	http://dx.doi.org/10.1007/978-3-319-18236-0

Handbook of media branding[electronic resource] /
Handbook of media branding[electronic resource] /edited by Gabriele Siegert ... [et al.]. - Cham :Springer International Publishing :2015. - ix, 414 p. :ill., digital ;24 cm.

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:

181510
Journalism.

LC Class. No.: HF5415.1255

Dewey Class. No.: 658.827

Handbook of media branding[electronic resource] /
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520 $a 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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