An unbiased, balanced guide to all aspects of digital marketing, from social media, mobile
and VR marketing to objectives, metrics and analytics. Covering all aspects of digital …

Nation Branding: Concepts, Issues, Practice was the ground-breaking first textbook to
provide an overview of this recently established but fast-growing practice, in which the …

The sixth edition of this approachable text draws on both academic and applied
perspectives to offer a lively critique of contemporary advertising's effects on American …

Brands occupy an increasingly prominent place in the managerial mind as well as in the
cultural landscape. Recent research has shown that brands are interpreted in multiple ways …

Gen Z controls almost the entire population in the world with a total number of almost two
billion people worldwide. This generation will be the largest consumer group in the world. In …

Plnobarevná publikace kolektivu renomovaných autorů se věnuje mladé a stále
významnější disciplíně komerčních komunikací–marketingové komunikaci v místě prodeje …

From the trailers and promos that surround film and television to the ads and brand videos
that are sought out and shared, promotional media have become a central part of …

The placement of brand references within mainstream entertainment (called here
'entertainment marketing') is a rapidly evolving marketing communications field in its scale …

This paper analyses integrated marketing communications (IMC) research from its inception
in 1991, up to 2012 (included). A bibliometric approach has been applied for the first time to …

Membincangkan media, secara langsung maupun tidak, terkait dengan khalayak media itu
sendiri. Berbagai riset tentang hubungan media dan khalayak ini tidak sekadar berhenti …