Advertising and Branding: Concepts, Methodologies, Tools, and Applications: Concepts, Methodologies, Tools, and Applications

Front Cover
Management Association, Information Resources
IGI Global, 2017 M01 6 - 1806 pages

Effective marketing techniques are a driving force behind the success or failure of a particular product or service. When utilized correctly, such methods increase competitive advantage and customer engagement.

Advertising and Branding: Concepts, Methodologies, Tools, and Applications 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, this innovative publication is ideally designed for professionals, researchers, academics, students, managers, and practitioners actively involved in the marketing industry.

 

Selected pages

Contents

Development and Design Methodologies
140
Tools and Technologies
571
Utilization and Applications
769
Organizational and Social Implications
1109
Managerial Implications
1621
Emerging Trends
1757
Index
xxii
Copyright

Other editions - View all

Advertising and Branding: Concepts, Methodologies, Tools, and Applications ...
Information Reso Management Association
No preview available - 2016
Advertising and Branding: Concepts, Methodologies, Tools, and Applications
Information Resources Management Association
No preview available - 2017

Common terms and phrases

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About the author (2017)

Information Resources Management Association (IRMA) is a research-based professional organization dedicated to advancing the concepts and practices of information resources management in modern organizations. IRMA's primary purpose is to promote the understanding, development and practice of managing information resources as key enterprise assets among IRM/IT professionals. IRMA brings together researchers, practitioners, academicians, and policy makers in information technology management from over 50 countries. [Editor]

Bibliographic information

TitleAdvertising and Branding: Concepts, Methodologies, Tools, and Applications: Concepts, Methodologies, Tools, and Applications
EditorManagement Association, Information Resources
Editionreprint
PublisherIGI Global, 2017
ISBN1522517944, 9781522517948
Length1806 pages
  
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