书目详细信息
： Branded content :
书目信息 机读格式(MARC)
| ISBN： | 9781138190412 |
|---|---|
| ISBN： | 9781138190429 |
| 编目源： | LBSOR/DLC DLC |
| 个人名称： | Hardy, Jonathan,1963- |
| 题名： | Branded content : the fateful merging of media and marketing / Jonathan Hardy. |
| 索书号： | F713.8/H273E |
| 载体形态： | ix, 281 pages ; 25 cm |
| 书目附注： | Includes bibliographical references and index. |
| 格式化内容附注： | Advertising and media : separation and integration -- News media and marketing -- Branded entertainment and product integration -- Brand content direct to you : marketers' 'owned' media -- Going native in digital media -- Media as marketers -- Regulating convergent media and marketing communications -- Lobbying, liberalisation, normalisation and contestation -- Communication gains and losses : economic, cultural and societal -- Media and marketing critiques : renewing the radical tradition -- Advertising and Media (reprise) : contesting normalisation. |