£152.45

Routledge Advertising and New Media - Marketing Textbook

Name: Routledge Advertising and New Media - Marketing Textbook
Brand: Routledge
Price: 138.33 GBP
Availability: InStock

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Description

Explore the changing landscape of modern marketing with Advertising and New Media by Routledge. This comprehensive text examines how the transition from mass media to personalized media affects the way brands interact with consumers. By studying the shift toward interactivity, readers gain a better understanding of how consumer creativity shapes the future of the industry. This book provides a global perspective by using real-world examples from the USA, UK, Europe, Australia, and China. It offers a critical look at social and cultural implications, helping students and professionals grasp how new technologies change consumer behavior. Whether you are studying sales, marketing, or media studies, this resource provides the necessary context to navigate today's digital environment.

Key Features

Examines the global shift from mass media to personalized media environments for modern consumers.

Provides a comparative analysis of famous campaigns like the Dove Real Beauty movement.

Evaluates consumer-generated advertising through studies of the Coke Mentos phenomenon.

Includes diverse international examples from the USA, UK, Europe, Australia, and China.

Analyzes the social and cultural effects of increased interactivity in the advertising industry.

Product Specifications

Brand: Routledge
Format: Hardcover
ASIN: 0415430348
Category: Books > Subjects > Business, Finance & Law > Sales & Marketing > Advertising
Domain: Amazon UK
Release Date: 31 October 2007
Listed Since: 17 April 2007

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Routledge Advertising and New Media - Marketing Textbook

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