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Engaging Consumers through Branded Entertainment and Convergent Media

Engaging Consumers through Branded Entertainment and Convergent Media

Copyright: © 2015 |Pages: 353
ISBN13: 9781466683426|ISBN10: 1466683422|EISBN13: 9781466683433
DOI: 10.4018/978-1-4666-8342-6
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MLA

Parreno, Jose Marti, et al., editors. Engaging Consumers through Branded Entertainment and Convergent Media. IGI Global, 2015. https://doi.org/10.4018/978-1-4666-8342-6

APA

Parreno, J. M., Mafe, C. R., & Scribner, L. (Eds.). (2015). Engaging Consumers through Branded Entertainment and Convergent Media. IGI Global. https://doi.org/10.4018/978-1-4666-8342-6

Chicago

Parreno, Jose Marti, Carla Ruiz Mafe, and Lisa Scribner, eds. Engaging Consumers through Branded Entertainment and Convergent Media. Hershey, PA: IGI Global, 2015. https://doi.org/10.4018/978-1-4666-8342-6

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Branded entertainment is gaining popularity within marketing communications strategies. Blurring the lines between advertisements and editorial content, branded marketing provides advertisers and consumers with highly engaging media content that benefits them both.

Engaging Consumers through Branded Entertainment and Convergent Media provides an interdisciplinary approach to connecting with the consumer through branding strategies in the entertainment and media fields. Featuring information regarding emergent research and techniques, this publication is a critical reference source for academics, university teachers, researchers and post-graduate students, as well as universities, advertising agencies, marketing directors, brand managers, and professionals interested in the usage and benefits of branded entertainment.

Table of Contents

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Front Materials
Title Page
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Copyright Page
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Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) Book Series
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Foreword
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Preface
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Chapters
Back Materials
Related References
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Compilation of References
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About the Contributors
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Index
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