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This book explores the ways in which the environmental factor of advertising can influence children’s food choice and health status, and how it contributes to the significant …
This book traces the development of internal marketing from initial conceptualisation through to the current issues. It identifies both significant underlying tensions between …
Charities operate within an increasingly challenging environment, with competition for public engagement, funding and volunteers intensifying. High-profile scandals have knocked …
This collection of essays delves into the Coke brand to identify and decode its DNA. Unlike other accounts, these essays adopt a global approach to understand this global brand. …
Technological advances, alongside increasing globalization and growing awareness of socio-cultural and socio-political issues, are driving corporate branding innovations, and …
Brands – corporate, products, service – today are collectively defined by their customers, deriving from personal experiences and word of mouth. This book acts as a forum for …
Summarizing the extant research on marketing communications, social media and word of mouth, this book clarifies terms often incorrectly and interchangeably used by scholars and …
YouTube, Instagram, Facebook, Vimeo, Twitter, etc. have their own logics, dynamics and different audiences. This book analyses how the users of these social networks, especially …
Advertising is a company’s major form of communication with the market; it is a component of the IMC system, having a special impact on the addressee, and is a form of persuasive …
In recent years, branded content and entertainment have become standard practice for brands, advertising agencies, and production companies. This volume analyzes branded content …