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Handbook of media branding

Siegert, Gabriele.

Handbook of media branding

Record Type:	Electronic resources : Monograph/item
Title/Author:	Handbook of media brandingedited by Gabriele Siegert ... [et al.].
other author:	Siegert, Gabriele.
Published:	Cham :Springer International Publishing :2015.
Description:	ix, 414 p. :ill., digital ;24 cm.
Contained By:	Springer eBooks
Subject:	Branding (Marketing)
Online resource:	http://dx.doi.org/10.1007/978-3-319-18236-0
ISBN:	9783319182360$q(electronic bk.)

Handbook of media branding
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$q(electronic bk.)

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

266407
Branding (Marketing)

LC Class. No.: HF5415.1255

Dewey Class. No.: 658.827

Handbook of media branding
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245 0 0 $a Handbook of media branding $h [electronic resource] / $c edited by Gabriele Siegert ... [et al.].
260 $a Cham : $b Springer International Publishing : $b Imprint: Springer, $c 2015.
300 $a ix, 414 p. : $b ill., digital ; $c 24 cm.
505 0 $a 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.
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.
650 0 $a Branding (Marketing) $3 266407
650 0 $a Mass media $x Management $v Handbooks, manuals, etc. $3 728999
650 1 4 $a Economics/Management Science. $3 273684
650 2 4 $a Media Management. $3 305903
650 2 4 $a Marketing. $3 182957
650 2 4 $a Journalism. $3 181127
650 2 4 $a Media Sociology. $3 677240
700 1 $a Siegert, Gabriele. $3 728998
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856 4 0 $u http://dx.doi.org/10.1007/978-3-319-18236-0
950 $a Business and Economics (Springer-11643)