تحسين النتائح
ترتيب حسب
من
الى
الصفحة 1
الصفحة 1
Marketing communications in emerging economies ; Vol. II : Conceptual issues and empirical evidence
Aims to share fascinating perspectives on marketing communications by discussing the shift in the power of public relations, and highlighting how the small and local use communication effectively to improve performance and shares useful lessons on how to communicate hope by responding to customer emotions during uncertainties. The book contains valuable lessons and insights on communicating corporate social responsibility, effective social media communication, enacting brand purpose through communication, and using aesthetics in point-of-purchase advertising to drive purchase intention.
Leveraging Mobile Media : Cross-Media Strategy and Innovation Policy for Mobile Media Communication
Mobile communications and next generation wireless networks emerge as new distribution channels for the media. This development offers exciting new opportunities for media companies: the mobile communication system creates new usage contexts for media content and services; the social use of mobile communications suggests that identity representation in social networks, impulsive access to trusted media brands, and micro-coordination emerge as new sources of value creation in the media industries. In the light of this background, this book takes two different viewpoints on the development of mobile media: from a competitive strategy point of view it analyzes the extension of cross-media strategies and the emergence of cross-network strategies; from a public policy point of view it develops demands and requirements for an innovation policy that fosters innovation in mobile media markets.
Communicative figurations : Transforming communications in times of deep mediatization
This open access volume is about how to research the influence of our changing media environment. Today, there is not one single medium that is the driving force of change. With the spreading of various technical communication media such as mobile phone and internet platforms, we are confronted with a media manifold of deep mediatization. But how can we investigate its transformative capability? This book answers this question by taking a non-media-centric perspective, researching the various figurations of collectivities and organizations humans are involved in. The first part of the book outlines a fundamental understanding of the changing media environment of deep mediatization and its transformative capacity. The second part focuses on collectivities and movements: communities in the city, critical social movements, maker, online gaming groups and networked groups of young people. The third part moves institutions and organizations into the foreground, discussing the transformation of journalism, religion, politics, and education, whilst the fourth and final part is dedicated to methodologies and perspectives.
