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Title Handbook of media branding / Gabriele Siegert, Kati Forster, Sylvia M. Chan-Olmsted, Mart Ots, editors.
Imprint Cham : Springer, 2015.

View online
View online
Series Online access with purchase: Springer (t)
Subject Branding (Marketing) -- Handbooks, manuals, etc.
Mass media -- Management -- Handbooks, manuals, etc.
Alt Name Siegert, Gabriele,
Förster, Kati,
Chan-Olmsted, Sylvia M.,
Ots, Mart,
Description 1 online resource (ix, 414 pages) : illustrations
Note Includes index.
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.
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.
Bibliography Note Includes bibliographical references at the end of each chapters and index.
Note Online resource; title from PDF title page (EBSCO, viewed August 20, 2015).
ISBN 9783319182360 (electronic bk.)
3319182366 (electronic bk.)
ISBN/ISSN 10.1007/978-3-319-18236-0
OCLC # 917886353
Additional Format Print version: Handbook of media branding. Cham : Springer, 2015 3319182358 9783319182353 (OCoLC)906234013

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