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Cultural mediations of brandsunadvertization and quest for authority /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Cultural mediations of brandsCaroline Marti.
Reminder of title:	unadvertization and quest for authority /
Author:	Marti, Caroline.
Published:	London :ISTE ;2020.
Description:	1 online resource (271 p.)
Subject:	MarketingManagement.
Online resource:	https://onlinelibrary.wiley.com/doi/book/10.1002/9781119694540
ISBN:	9781119694540$q(electronic bk. ;$qoBook)

Cultural mediations of brandsunadvertization and quest for authority /
Marti, Caroline.

Cultural mediations of brandsunadvertization and quest for authority /[electronic resource] :Caroline Marti. - London :ISTE ;2020. - 1 online resource (271 p.) - Communication approaches to commercial mediation set ;v. 1. - Communication approaches to commercial mediation set ;v. 1..

Includes bibliographical references and index.

Brands, which are major economic entities and major symbols of market mediations, are increasingly appearing in the social arena as cultural actors in their own right. Their quest for social legitimacy and to have control over the markets goes beyond the usual framework of their communication with initiatives that have begun to have an impact on the French cultural landscape. Media, digital content, educational kits, museum exhibitions and so on are the actions of an unadvertization, which has the potential to transform not only the rapport brands have with the public but also representations of knowledge and culture. The communicative approach at the heart of this book illuminates the contemporary transformations of communication, highlighting three main types of cultural mediations: media, education, and cultural heritage institutions. Cultural Mediations of Brands thus provides a theoretical and critical analysis of the brand and the symbolic effectiveness attributed to it.

ISBN: 9781119694540$q(electronic bk. ;$qoBook)Subjects--Topical Terms:

200067
Marketing
--Management.

LC Class. No.: HF5415.13

Dewey Class. No.: 658.8

Cultural mediations of brandsunadvertization and quest for authority /
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100 1 $a Marti, Caroline. $3 931308
245 1 0 $a Cultural mediations of brands $h [electronic resource] : $b unadvertization and quest for authority / $c Caroline Marti.
260 $a London : $b ISTE ; $a Hoboken, NJ : $b Wiley, $c 2020.
300 $a 1 online resource (271 p.)
490 1 $a Communication approaches to commercial mediation set ; $v v. 1
504 $a Includes bibliographical references and index.
520 $a Brands, which are major economic entities and major symbols of market mediations, are increasingly appearing in the social arena as cultural actors in their own right. Their quest for social legitimacy and to have control over the markets goes beyond the usual framework of their communication with initiatives that have begun to have an impact on the French cultural landscape. Media, digital content, educational kits, museum exhibitions and so on are the actions of an unadvertization, which has the potential to transform not only the rapport brands have with the public but also representations of knowledge and culture. The communicative approach at the heart of this book illuminates the contemporary transformations of communication, highlighting three main types of cultural mediations: media, education, and cultural heritage institutions. Cultural Mediations of Brands thus provides a theoretical and critical analysis of the brand and the symbolic effectiveness attributed to it.
588 $a Description based on print version record.
650 0 $a Marketing $x Management. $3 200067
830 0 $a Communication approaches to commercial mediation set ; $v v. 1. $3 931309
856 4 0 $u https://onlinelibrary.wiley.com/doi/book/10.1002/9781119694540