02381oam 2200601 450 991015944500332120190911103516.09781522517948electronic9781522517931print10.4018/978-1-5225-1793-1(OCoLC)968243501(MiFhGG)GVRL02WA(EXLCZ)99371000000101894620161229h20172017 uy 0engurun|---uuuuardacontentrdamediardacarrierAdvertising and branding concepts, methodologies, tools, and applications /Information Resources Management AssociationHershey, PA :Business Science Reference,[2017]�20171 online resource (3 volumes (xxi, 1806, xxxi pages)) illustrations (some color)Premier reference sourceGale eBooks1-5225-1793-6 Includes bibliographical references and index.Fundamental concepts and theories -- Development and design methodologies -- Tools and technologies -- Utilization and applications -- Organizational and social implications -- Managerial implications -- Emerging trends."This book is a comprehensive reference source for the latest scholarly material on emerging technologies, techniques, strategies, and theories for the development of advertising and branding campaigns in the modern marketplace. Featuring extensive coverage across a range of topics, such as customer retention, brand identity, and global advertising"--Provided by publisher.Premier reference source.AdvertisingMarketingBranding (Marketing)Brand equityBrand identityCrowdsourcingCustomer retentionDigital metricsGlobal advertisingNew mediaProduct developmentSocial mediaAdvertising.Marketing.Branding (Marketing)659.1Information Resources Management Association,MiFhGGMiFhGGBOOK9910159445003321Advertising and branding2890822UNINA