Handbook Of Research On The Future Of Advertising And Brands In The New Entertainment Landscape (Advances In Marketing, Customer Relationship Management, And E-Services)

This book provides a theoretical, reflective, and empirical perspective on branded content and branded entertainment in relation to audience engagement by reviewing different cases about branded content to address the dramatic change that brands and conventional advertising are facing short term--

• | Author: Blanca Miguélez-Juan, Gema Bonales-Daimiel
• | Publisher: Igi Global
• | Publication Date: Jan 09, 2023
• | Number of Pages: 441 pages
• | Language: English
• | Binding: Hardcover
• | ISBN-10: 1668439719
• | ISBN-13: 9781668439715