LEADER 03787nam  22007095  450 
001 9910298487403321
005 20200920131742.0
010   $a3-319-18236-6
024 7 $a10.1007/978-3-319-18236-0
035   $a(CKB)3710000000463299
035   $a(EBL)3568232
035   $a(SSID)ssj0001546769
035   $a(PQKBManifestationID)16141093
035   $a(PQKBTitleCode)TC0001546769
035   $a(PQKBWorkID)14795986
035   $a(PQKB)11417419
035   $a(DE-He213)978-3-319-18236-0
035   $a(MiAaPQ)EBC3568232
035   $a(PPN)188456791
035   $a(EXLCZ)993710000000463299
100   $a20150807d2015      u|         0
101 0 $aeng
135   $aur|n|---|||||
181   $ctxt
182   $cc
183   $acr
200 10$aHandbook of Media Branding /$fedited by Gabriele Siegert, Kati Förster, Sylvia M. Chan-Olmsted, Mart Ots
205   $a1st ed. 2015.
210  1$aCham :$cSpringer International Publishing :$cImprint: Springer,$d2015.
215   $a1 online resource (405 p.)
300   $aDescription based upon print version of record.
311   $a3-319-18235-8 
320   $aIncludes bibliographical references at the end of each chapters and index.
327   $aPreface -- 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.
330   $aThis 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.
606   $aIndustrial management
606   $aMarketing
606   $aJournalism
606   $aMass media
606   $aCommunication
606   $aMedia Management$3https://scigraph.springernature.com/ontologies/product-market-codes/513020
606   $aMarketing$3https://scigraph.springernature.com/ontologies/product-market-codes/513000
606   $aJournalism$3https://scigraph.springernature.com/ontologies/product-market-codes/X28010
606   $aMedia Sociology$3https://scigraph.springernature.com/ontologies/product-market-codes/X22110
615  0$aIndustrial management.
615  0$aMarketing.
615  0$aJournalism.
615  0$aMass media.
615  0$aCommunication.
615 14$aMedia Management.
615 24$aMarketing.
615 24$aJournalism.
615 24$aMedia Sociology.
676   $a650
702   $aSiegert$b Gabriele$4edt$4http://id.loc.gov/vocabulary/relators/edt
702   $aFörster$b Kati$4edt$4http://id.loc.gov/vocabulary/relators/edt
702   $aChan-Olmsted$b Sylvia M$4edt$4http://id.loc.gov/vocabulary/relators/edt
702   $aOts$b Mart$4edt$4http://id.loc.gov/vocabulary/relators/edt
906   $aBOOK
912   $a9910298487403321
996   $aHandbook of Media Branding$92536071
997   $aUNINA